Disney partnered with CBR Media ahead of the premiere of “Cars 3”, which debuted in Chinese cinemas on August 25th, 2017. The partnership was to promote the sequel to the widely-famous “Cars” franchise ahead of the debut.
CBR Media worked with Craft-Bamboo Racing to bring the promotions to the racetrack at the 2017 FRD LMP3 Series with the team’s two Ligier JS P3s specially wrapped as protagonists of the movie, #95 Lightning McQueen and #20 Jackson Storm. The cars dominated the championship with 4 wins and 4 pole positions in 8 races, giving the Cars 3 wrapped cars significant media coverage and impressions on social media.
An extensive marketing activation campaign was held during the second round of the season, at the Shanghai International Circuit. An onsite fan booth displayed a car-sized replica of Lighting McQueen, giving race fans and Disney fanatics the opportunity to connect with the series’ beloved character.