“For Cinderella, our goal was to create a digital campaign that would appeal to a whole new generation of girls. With a focus on courage, kindness and magic, we developed an interactive storybook known as Cinderella Past Midnight (cinderellapastmidnight.tumblr.com), a destination site built on Tumblr. Supporting social content played up the film’s premium look—lush, elegant and timeless.”
