Alice in Wonderland OST Campaign
Dual-album digital campaign, interactive audio widget, and social trivia contest engineered for EMI Music Portugal and Walt Disney Records for Tim Burton's 'Alice in Wonderland' feature film soundtracks.
1. Dual-Release Strategy: Symphonic Score vs. Alternative Rock
For the release of Tim Burton's blockbuster fantasy film Alice in Wonderland, Walt Disney Records and EMI Music deployed a unique two-record commercial strategy: "Alice in Wonderland" (the original symphonic orchestral score composed by Danny Elfman) and "Almost Alice" (a companion rock compilation featuring original tracks inspired by the film, performed by Avril Lavigne, The Cure, Franz Ferdinand, Tokio Hotel, and Robert Smith). Transglobal was commissioned to build an immersive digital campaign bridging both albums.
One Film, Two Records: Bridging Classical Cinema with Modern Indie Rock
The digital campaign united the whimsical, gothic visual aesthetic of Tim Burton's cinema with high-engagement social streaming, giving moviegoers and rock fans a unified platform to sample both albums under the slogan: "1 Movie, 2 Soundtracks".
2. Campaign Features & Social Viral Mechanics
The campaign combined interactive media distribution with gamified movie promotions:
- Embeddable Streaming Music Widget: A branded interactive widget ("This widget is yours, share it") embeddable into social networks and music blogs, letting users listen to music samples, view official Disney production stills, and watch film trailers.
- Facebook Trivia Contest: A multi-stage trivia challenge testing fans' knowledge of the soundtrack and Lewis Carroll's universe ("Answer the questions about the Alice in Wonderland soundtrack and put your imagination to the test!").
- Official Disney Merchandise & Premiere Tickets: Successful participants qualified to win exclusive limited-edition vinyl records, official Disney movie collectibles, and tickets to the theatrical premiere across cinemas.
3. Visual Scenography
Adopted Burton's surreal gothic typography, deep purples, and mystical foliage imagery, delivering high brand immersion across web banners and social landing pages.
