1. Brief
Disney wanted to create a digital OOH experience that would bring to life the essence of the ‘Show Your Disney Side’ campaign in a fun and unexpected manner. Final deliverable is a social video from the activation that will encourage viewers to share via social media.
2. Response
We developed an augmented reality experience that allowed us to cast a ‘Disney Shadow’ on unsuspecting shoppers that walked by our faux storefront. The Disney ‘shadows’ mimicked and interacted with participants live through a multi-projection system from our studio built behind the facade. Mickey, Minnie, Goofy, Anna, Elsa, Olaf, and other Disney characters were revealed to the public at the end of the event to whoops and hollers from the adoring crowd. The event was produced in order to capture real people interacting and enjoying the brand experience and we turned that into a social film.
3. Results
The Disney Side Shadows video has been viewed over 300 million times and shared over 5.9 million times around the world; out-performing against every benchmark Disney Parks had for social videos. A study by Unruly revealed Shadows as the 2nd most shared ad of 2015.
