eBay UK & Disney : Wreck It Ralph & Dan TDM

The Fun Stuff

This was the fourth major brand partnership between eBay UK & Disney that Rubber Republic has worked on.

With each successive campaign we have tried to think of new and ever more ambitious ways to engage relevant audiences with compelling content in online social environments.

This campaign however offered a unique opportunity as eBay were already a fundamental part of the movie plot and the film itself was a riotous celebration of all things internet and meme-y.

Rubber Republic approached one of YouTube’s biggest stars – DanTDM – and proposed creating a cameo for him within the movie itself. Vlogging this experience; creating a line of limited edition merchandise & offering DanTDM’s fans the chance to appear in one of his Ralph-related videos were all campaign components that Rubber Republic created and delivered.

The Serious Bit

It was imperative that there be a charitable angle on this project that would have a demonstrably positive impact. DanTDM requested that this charity be Make-A-Wish UK with whom he already had a long and strong relationship.

Despite the movie being in late stages of production Disney UK moved heaven & earth to create this cameo for Dan and he became the UK voice for the ‘e-Boy’ character.

While he was out in the US recording his lines with the directors he worked with the Walt Disney Animation Studio character design team to create artwork that inspired a range of products that would then be auctioned for Make-A-Wish UK exclusively on eBay UK. The campaign raised over £57k and provided Dan the opportunity to grant 9 Make-A-Wish wishes to seriously ill children at a very special screening of the film in December.

The Stats

  • 9.1 Million Views
  • 13:1 Share Ratio

The Media