Disney//Ralph Breaks the Internet
Agency: Amazon
Roles: Creative Director
Teammates: Cameron Frantz (ACD, Disney team lead), Karina Lilli (Art Director), Kevin Snell (Motion Designer), Olivia Heeren (Program Manager)

THE ASK

Promote the November 21, 2018 theatrical release of Disney’s blockbuster family title, Ralph Breaks the Internet (aka Wreck-it Ralph 2) in a way that “breaks” Amazon’s Black Friday deals.

THE IDEA

We created a unique Amazon product partnership: Buy 2 Kindle Fire Kids Edition tablet 2-pack to receive 25% off, plus free Wreck-it Ralph headphones. This unique offer launched a week earlier than all other annual Black Friday deals and appeared in Amazon’s most prominent digital ad placement: the Homepage Hero or H1.

THE RESULTS

The promotion resulted in a 5X lift in daily sales, far exceeding campaign forecasts.