Disney
Mayhem at the Mansion
The Opportunity:
Add new value and engagement to an existing ticketed event
My Role:
Creative direction, experience strategy, augmented reality concept, campaign development
The Results:
Sold-out experiences, increased engagement and dwell time, and excellent guest reviews
Mickey’s Not-So-Scary Halloween Party was already a fan favorite. The opportunity was to give guests a new reason to explore, play, and stay longer.
For Disney’s first in-park augmented reality experience, we turned guests into “Spectre Collectors,” sending them on a hunt through the park to track and capture escaped spirits from the Haunted Mansion.
Phones became portals to another layer of the story, connecting the physical park with a digital world—and rewarding participation with exclusive prizes.
The result was more than a new way to experience the event. Guests stayed longer, explored more, and engaged with retail along the way, helping turn an existing ticket into a richer, more immersive experience.
A little mayhem went a long way.
