Role: Chief Creative & Brand Officer | XPRIZE
The goal was to leverage huge entertainment properties to raise awareness for S.T.E.M.-based prized competitions designed to better humanity. The solution was creating a highly successful Disney + XPRIZE Foundation partnership, which included engaging content programs and experiences with John Lassiter, Disney Theatrical, and Disney Channel across multiple properties including "Big Hero 6," "Tomorrowland," and Disney Channel's "Miles from Tomorrowland."
The Big Hero 6 XPRIZE Challenge perfectly mirrored the film's science fair kids by challenging young innovators across the country to come up with breakthrough inventions – the top six winners to be named, "The Real Big Hero 6." Submissions poured in as kids vied for the chance to win a trip to the Hollywood premiere where they would walk the red carpet, meet John Lassiter, and take VIP tours of Jet Propulsion Labs (JPL), Disney Animation Studios, and Disneyland.
The campaign was a huge success, leveraging Disney's owned and earned media channels across 100M+ followers, and being named one of Ad Age's Top 10 Crowdsourcing Campaigns.