Rio2 Flies High with Western Union

This case study describes how Western Union, a financial services company, and 20th Century Fox, a film studio, partnered to promote the film Rio2 and engage Hispanic consumers with Western Union's "Mother's Day and Gifting" campaign.

Rio2 Flies High with Western Union

Lead Agency: 20th Century Fox

Campaign summary

In this case study Western Union partnered with 20th Century Fox for a global marketing campaign featuring the movie Rio2's themes of family, celebration, and connectedness. It was a partnership made in heaven with each company fulfilling the other's need —20th Century Fox to promote its movie Rio2 and Western Union (WU) to engage Hispanic consumers for its "Mother's Day and Gifting" campaign. As WU's first tie-in with a movie, it highlights a shift in how financial services are now turning to mobile promotions to acquire new...

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