Chip ‘n Dale: Rescue Rangers

Taking the driver’s seat with Disney+ and “Chip ‘n Dale: Rescue Rangers” for their comeback social media campaign.

Overview

Digital Media Management was excited to get meta with Disney+ for their original movie “Chip ‘n Dale: Rescue Rangers.” For this social media campaign, we were tasked with creating cheeky content to help thread the needle between modernizing the existing IP and nostalgia for the well-loved Disney Afternoon stars while introducing this iconic Hollywood chipmunk duo to broader audiences.

Objective:

“It’s not a reboot, it’s a comeback.” To encompass this mantra across our campaign, we set the groundwork by positioning Chip ‘n Dale and the Rescue Rangers as 90’s actors at the forefront of our humorous, retro, and eye-catching in-world creatives. We grabbed fans’ attention by touching on their nostalgia for the IP and by featuring the film’s fresh take that transcended our audience’s preconceived expectations.

Chip on the cover of ToonBeat magazine posing in font of the Hollywood Hills wearing his iconic outfit.
Dale on the cover of ToonBeat magazine posing in front of palm trees.
Monty from The Rescue Rangers featured on a missing poster.

The hilarious and self-aware narrative we implemented in our creatives was carefully crafted to avoid spoilers of the numerous surprise cameos, while still showcasing the new storyline to get fans excited to stream the film at home. The film’s release was tied to National Streaming Day, so we worked with the Disney+ brand team to create a fun “Choose Your Own Adventure” tap-to-play on Twitter to demonstrate how this movie is a fun and playful ode to the love of Disney and pop culture.

 

Results:

30 years after their initial TV debut, critics and fans alike were pleasantly surprised and intrigued by Chip ‘n Dale’s fresh dynamic, reminding them of the essence of why they fell in love with these goofy characters from their childhood. The original movie debuted on Nielsen’s Streaming Top 10 at No. 2 and overall at the No. 5 streaming position after premiering on Disney+ on May 16. Thanks to our magical partners at Disney+, we successfully blended Chip ‘n Dale’s world with ours, unlocking new memories for broad audiences on one of the biggest trips down memory lane.

Dale with his CGI surgery with

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