Walt Disney links with Guide Dogs to promote canine TV film Bolt

by Staff, marketingmagazine.co.uk 21-Jan-09, 09:05

LONDON - Walt Disney has teamed up with the Guide Dogs for the Blind Association to promote its new film Bolt with an experiential campaign at a number of regional premieres.

Bolt is a children's film about a dog who has lived his whole life on the set of his action TV show and believes he has superpowers. When separated from the studio, he learns his powers are fictional and he has to make his way home with the help of an old cat and an overweight hamster in a plastic ball.

Beatwax, experiential agency which is part of Picture Production Company Group, used the hamster ball theme to launch the film events with a 12 ft human hamster ball. The events also feature Gladiator characters from the Sky television show.

The Guide Dogs for the Blind Association brought along its own canine superheroes to promote the organisation by blindfolding volunteers and being led on a walk by a guide dog.

The events are taking place until February at Cineworld locations in Edinburgh, Castleford, Milton Keynes, Manchester, Birmingham and London.