Marketing via technology

 Favreau was aware of the technological inter-relationship between the making of the film and it promotion.

Disney used social media, having an account for JB167 on Instagram, twitter, Facebook and more. These accounts posted teaser and trailers for the film as well as behind the scenes pics to entice fans. Apart from the traditional marketing tools, Disney also uploaded a snapchat filter which would change your face into that of the animated snake 'Kaa'.

When animals talk in movies, unless its a comedy, adults tend to skip it. Mr. Favreau's animals are not cartoonish and cuddly creatures, but Disney could not rely on trailers and posters to convey that message. Therefore Disney used bloggers and entertainment news websites to hammer home the serious nature of these animals. 

In an attempt to appeal to a 'finicky' high school crowd, the jungle books first trailer featured jump scares and showing off a darker tones such as the use of the hostile snake, Kaa. Whilst keeping the goofier moments like Baloo's song to a small feature.

Pull marketing was used in order to draw in a more adult crowd as using big name actors like Scarlett Johansson, Idris Elba, ben kings and bill Murray are a good way of elevation a movie in the minds of adults.

Targeting the men. generally speaking, women and girls are drawn closer by the castle logo at the beginning of Disney films. In order to target the men, they tried top link the movie to other Disney movies with a larger male audience such as star wars and iron man. They even played the trailer during an ESPN showing of the super bowl which has a massive make audience. They also attached a extended 3D trailer to star wars the force awakens, a film with a 58% male audience.