Sony Pictures Animation and Timex Partner on Experiential Campaign for GOAT

Sony Pictures Animation enlists Timex in cross‑promotional push for GOAT

Sony Pictures Animation is mounting a brand partnership with Timex around its new feature GOAT, which opens in North America on Feb. 13, 2026. The studio is using the collaboration to extend the film’s underdog narrative into real‑world marketing, pairing its small goat protagonist’s theme of earned greatness with Timex’s heritage messaging about time and perseverance. The tie‑up positions the film within a lifestyle context and leverages Timex’s consumer reach to broaden audience engagement ahead of the theatrical debut.

The collaboration centers on experiential and social activations designed to generate family and collector interest as well as mainstream awareness of the film. Sony and Timex deploy a custom installation at the GOAT world premiere that invites guests to “make every second count” by scoring hoops, tying the film’s motif of incremental effort to a physical, shareable moment on the red carpet. The activation aims to create content for media and social channels while reinforcing the film’s core message that gradual work produces visible results.

Sony uses the Timex partnership as part of a wider promotional mix that blends brand storytelling with offline engagement, seeking to turn promotional moments into earned attention. By aligning the animation studio with a legacy watchmaker, Sony is targeting both families attracted to the film’s themes and older consumers who recognize Timex, hoping the crossover delivers incremental box office awareness and ancillary visibility across Instagram and event coverage.

Timed giveaway and fan engagement extend promotion

The campaign includes an all‑star social giveaway inviting fans to win a trip to Los Angeles, with entries open through Feb. 23, 2026 via @Timex on Instagram. The studio and Timex ask followers to nominate a “GOAT” in their lives — someone who inspires them to push harder — as the entry mechanic, creating user‑generated content and social proof tied to the film’s messaging.

Timex frames the effort as authentic brand activation

Timex frames the partnership around its “Greatest Of All Timekeepers” positioning, saying the company’s long history of measuring hours and minutes makes it a fitting partner for a story about time and effort. Shari Fabiani, Timex Group’s chief marketing officer, says the activation brings the brand’s belief about how people use time to life in a “fresh, fun” way, blending experiential marketing with traditional promotional reach.