The Walt Disney Company

Generating Awareness and Engagement through Gamification for Disney/Pixar's Finding Dory

Objective

Create awareness and affinity in a playful manner for the theatrical release of Finding Dory among target audiences: children, families and millennials.

Approach

We designed and developed a rich media format which users could tap and expand to reveal a custom-built game. The game introduced franchise characters using phones' gyroscopes and touch features to take full advantage of mobile's interactive capabilities. Users were also encouraged to share game results on social media. We used programmatic tools in order to target specific audiences based on app usage, high-end smartphone ownership and high speed connections - 4G and Wi-Fi - to ensure a fluid user experience. For additional awareness and reach, we also created an IAB set and an HPTO for deployment via Affiperf.

Results

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