Disney and Barneys have teamed up on a holiday video promoting the two brands.
People walking by Barneys in New York can see the video, featuring Minnie Mouse going to Paris, window shopping, and interacting with celebrities like Sarah Jessica Parker, Lady Gaga, and Naomi Campbell. Disney stars including Daisy, Mickey, and Goofy appear as well.
The video, unveiled on Nov. 14 at Barneys, was also sponsored by AOL, Christie MicroTiles, and Air France. On Facebook, the promotion features a contest: Fans can enter to win a trip to Paris and a $5,000 wardrobe from Barneys (hence the sponsorship from Air France).
During the holidays, when brands are all vying for customers’ attention, it’s important to put on stellar branded content, like Disney has. As always, storytelling, if done right, will be a hit during the holidays. The goal of content marketing is to tell a compelling story, and Disney does just that with the Minnie video.
Giselle Abramovich of Digiday points out that retailers and consumers will be using social media more than ever this year for holiday shopping. An in-store content experience is not enough. Just like Disney and Barneys, brands should be using a multi-platform approach, which means posting content on YouTube, Vimeo, Facebook, Twitter, and other social sites where consumers are increasingly doing their research.