April 16, 2014

New ‘Monsters University’ Viral Site ‘The Grumblr’ Mimics Tumblr Blogs

Viral marketing has emerged as a major form of building interest in upcoming films, with many studios employing creative campaigns, some better than others. The marketing team at Disney/Pixar has been working around the clock, having released an incredibly detailed viral website for the Monsters University school and viral ads spoofing college commercials. We have now learned of another viral site that has been sharing Instagram-like photos and Twitter-style updates from a so-called student at the school. Take a look after the break!

The Grumblr
Published on Tumblr, the blog, titled “The Grumblr,” has been active for the past two months, sharing photos from around the MU campus and updates of various school events such as midterms and spring break. Last night, ESPN teamed with Disney/Pixar to present a short clip of the MU basketball team’s response to its spot on the NCAA tournament bubble. The animation was then posted by “The Grumblr,” an MU sophomore, and a “self-diagnosed coffee addict.” Again, another example of the promo team making great use of its surroundings.



Here are some photos from The Grumblr, which should look very familiar to those who utilize image filters from services such as Instagram:

Monsters University

Monsters University

Monsters University

Monsters University

Considering the months of work that goes into the animation process, and the fact that the film is over three months away, this viral campaign is nothing short of remarkable. Explore The Grumblr now.

Monsters University hits theaters on June 21.

About Samad Rizvi

Samad is the Founder and Editor-in-Chief of The Pixar Times. His favorite films include The Lord of the Rings Trilogy, Vertigo, Back to the Future, Children of Men, Pan's Labyrinth, and of course, Pixar's Monsters, Inc., WALL-E and Up.