Disney / eBay
DanTDM & Wreck It Ralph 2
Role: Director
DanTDM Breaks The Internet!
The Brief
This was the fourth major partnership between eBay and Disney and Wreck It Ralph 2 had some major surprises. It turns out that eBay was a key part of the story and that needed to be celebrated. As with other partnerships between the two mega brands in the past there was a strong desire to have a charitable element.
The Creative
I flew to LA to film with one of the Internet’s brightest stars DanTDM, an YouTube gaming influencer with a captive and highly engaged audience of millions. He was offered a role in the UK release version of the film and had to record his voiceover. As well, eBay would be creating a charitable hub, with t-shirts and other exclusive film related merch to bid on with profits going to the Make-A-Wish charity.
We rocked up with a very lean crew at Disney HQ and filmed Dan getting a character designed for the limited edition t-shirts with one of Disney’s top character animators. Afterwards he met with and interviewed the directors of Wreck It Ralph 2 before filming his cameo.
The Results
As for the numbers, the campaign delivered 9.1 Million Views (including uploads on Dan’s channel) and 692k Shares. It also raised an incredible £57k and provided Dan the opportunity to grant 9 Make-A-Wish wishes to seriously ill children at a special screening of the film.
The campaign also won the ‘The Drum Online Media Award’ for Commercial Campaign of the Year.
