It’s often said that all roads lead to home, and this was especially true for Disney Consumer Products Public Relations Manager Alexis Mack (Mack) when she was tasked to find a way to connect Gen Z consumers with a new Mickey & Friends collegiate collaboration with GAP.
Growing up, the Brecksville, Ohio born and raised girl had one main goal – to play softball at the highest-level. That goal became a reality when she earned a softball scholarship and spent the next few years playing softball at two of the top softball schools in the nation: University of Oregon and The University of Alabama. She would go on to live out her childhood dream, winning both a Pac-12 and SEC Championship, play in three Women’s College World Series, and sideline as a micro student-athlete influencer all while earning her bachelor’s and master’s degrees in public relations and advertising.
Her career and passion intertwined in 2021 when she landed her dream internship with ESPN Public Relations and so her journey with Disney began. What followed that internship led into a role with Walt Disney World Public Relations and now Disney Consumer Products Public Relations where she conceptualized and carried out an innovative milestone which brought the world of Mickey & Friends to college Game Day during one of the most highly anticipated college football games of the 2024 season – University of Alabama vs. University of Georgia. This was a full circle moment for Mack.
So, how does a softball player turned student-athlete influencer come up with a first of its kind campaign for Disney Consumer Products? We sat down with Mack to answer that question and learn more about how her career with Disney and past life inspired a unique way to amplify an all-new collection targeting Gen Z at her Alma Mater.
Diz Planet: Welcome to Diz Planet, Mack! First, congratulations on the massive success of the GAP collection launch. How did you first come up with the idea to tie this collegiate collection to the University of Alabama?
Mack: Thank you! In my role with Disney Consumer Products, one of the brands I work on is Mickey & Friends which is what the GAP collection was themed after. With Mickey & Friends, we’re always looking at new ways to approach different audiences and this collection was focused on the Gen Z/college-aged demographic. I thought about what does inspire this audience – OOTDs (outfit of the day), the hottest brands from influencers, and of course college football! From there, I suggested we take this new collection to a college game day event at University of Alabama, where football is a huge passion for students, and launch it in a completely fresh way.
In my mind I saw a total college gameday takeover filled with broadcast, character appearances, and influencers activations with GAP merchandise at the center. We pitched the idea to partners, and with the support and partnership from my leaders, marketing, synergy, events, entertainment and DX creator teams, (teamwork makes the dream work!) and as a team, we set out together on our journey to break through the noise and try something new.
Diz Planet: Wow! I love how you managed to turn Gen Z interests into a strategy. Tell us, what was it like returning to your Alma Mater on a professional Disney campaign?
Mack: There were so many full circle moments throughout the whole process. I was able to connect back with my leaders from my ESPN internship as well as contacts from the University of Alabama to help bring this idea to life. I’m on the border of the Gen Z demographic, and that combined with knowing the culture and passion around college football in Alabama, I was convinced we could create a fun opportunity. The best part was having my best friend from college, who is now an influencer, be invited to the event alongside some of the country’s most followed student athletes. Being on that field at Bryant-Denny Stadium in a professional capacity with Disney was surreal. I never imagined my dreams would bring me back home in this way.
Diz Planet: Disney careers turn dreams into reality! Now, onto the campaign. What can you tell us about the experience that took place in Alabama?
Mack: So much! In partnership with teams across the business (as I said, it was an amazing team effort!), we really found a way to do something totally out-of-the box and reach new consumers in a space (sports and college campuses) that we don’t usually do experiences in. With the GAP x Disney collection launching earlier in the week, we already had some amazing momentum going into our event weekend at Alabama.
We kicked off the day with a feature on ESPN College GameDay that showed college fans dressed in the new collection and cheering excitedly with Mickey Mouse and Minnie Mouse. What was especially cool was learning this was the first time in history Mickey Mouse and Minnie Mouse appeared at a College GameDay broadcast outside of their home-market of Orlando! We also made sure to get Mickey Mouse and Minnie Mouse posing with ESPN College GameDay talent, Nick Saban and Miss Terry, which ended up going viral on social media!
After the morning festivities we hosted a “Get Ready with Mickey & Friends” experience, where influencers from the University of Alabama and University of Georgia showed up wearing the collection and created content that featured Mickey & Friends products. Ahead of the game, Mickey Mouse and Minnie Mouse posed with both schools’ cheerleaders and then all the influencers got to sport the collection in style with tickets to the big match-up. It came together so well, and it was so cool to see our vision come to life!
Diz Planet: You’ve had quite an incredible journey here at Disney. What advice do you have for aspiring Public Relations professionals and future cast members?
Mack: No matter your dream or profession-The biggest piece of advice is that ANYTHING is possible if you work hard towards something as a team, and more importantly, believe in a shared WHY even harder. Times will get tough, and people won’t believe in an idea sometimes, but if you work hard, work as a team and you all believe in a shared vision, you will make it happen! I always think to myself what an opportunity it is when you find something that has never been done before because someone has to be the first to do it! There are people out there doing new things every day—why not YOU next?
Diz Planet: Incredible advice. Thank you so much for joining us today, Mack! One last thing – Roll tide?
Mack: Roll tide!
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