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Disney EMEA and Formula E – the all-electric single-seater racing series – have teamed up to bring the popular global franchise Disney-Pixar’s Cars to new audiences.
The first phase of the collaboration kicked-off at the Qatar Airways Paris ePrix last month – round six of the 2016/17 FIA Formula E Championship – with extensive branding around the circuit in the French capital, which was broadcast globally across TV and digital platforms, including over 40 EMEA markets. Additionally, visitors to the race were able to get up-close to the world of Cars in the Allianz eVillage fan zone, where a life-size model art installation of Lightning McQueen was on display, along with gaming pods for visitors to try the brand new Cars 3 console game – Driven to Win.
The trackside activities will continue during the double-header at this weekend’s Berlin ePrix at Tempelhof Airport on June 10th & 11th. Disney and Formula E will also be producing a series of content featuring Formula E drivers giving their insight into what it takes to be a champion. The content will be refreshed on a monthly-basis throughout the year, and is aimed at both kids and parents. It will feature across Disney’s owned TV and digital platforms, as well as Formula E’s owned platforms.
The partnership coincides with the release of Cars 3, which races into UK cinemas on July 14th.
Tricia Wilber, Chief Marketing Officer at The Walt Disney Company EMEA, said: “The Cars franchise and Formula E complement one another perfectly in creating an authentic and meaningful partnership, and we look forward to a great long-term collaboration between us. The drivers in the series embody the dedication and determination also seen with our characters and enable us to highlight the key qualities which anyone can use to be a champion.”