The social media campaign for Toy Story 3 utilized multiple tactics to target both children and new older audiences. Strengths included the established Pixar/Disney brand and previous Toy Story successes. Tactics involved print/TV ads, viral YouTube videos like "Groovin' with Ken", campus screenings, partnerships with Twitter and Facebook where fans could share ticket purchases. The goals were to expand beyond loyal fans to those in their twenties while still engaging children and families. The film was a huge critical and financial success, becoming the highest grossing animated film ever and receiving a Best Picture nomination.

1. Social Media Campaign for Toy Story 3

2. SWOT Analysis Strengths: Pixar, Disney, two successful predecessors, high awareness and loyalty Weaknesses: Targeting new audiences Opportunities: Facebook ,YouTube videos, iPhone applications Threats: Other animations being released simultaneously with Toy Story 3

5. The viral YouTube video targeted an older audience by playing on the lifestyles of the rich and famous.

7. Tactics: The campaign released an iAd for the iPhone 4. A Facebook page with a ticket-buying app was also created to raise awareness for the new animation. The Facebook app was connected to news streams so one could share when tickets were purchased.

9. Tactics: Social media site Facebook was used in the campaign: https://www.facebook.com/home.php#!/Toy.3.Story

10. Goals and Objectives The media campaign was executed with the intention of targeting people in their twenties and up. Children and families remained loyal to the Toy Story saga, but Disney wanted to expand their audience. Disney and Pixar made efforts to reach a new crowd and earn awards for their successful animation.

11. Results Toy Story 3 was a huge hit with critics, and with fans. The film has gone on to gross over $1 billion dollars worldwide, making it the most successful animated film of all time. Walt Disney Studios Chairman Rich Ross strived to win the biggest award in Hollywood: Best Picture. Toy Story 3 was nominated for Best Picture, but lost to The King’s Speech in 2011.