Disney
Mayhem at the Mansion
The Challenge
Add new value and engagement to an established, ticketed event.
The Strategy
Use an interactive story layer to give guests a reason to explore more of the park, stay longer, and engage beyond the core event experience.
The Idea
For Disney’s first in-park augmented reality experience, we turned guests into “Spectre Collectors,” sending them on a hunt to track and capture escaped spirits from the Haunted Mansion. Phones became portals into another layer of the story, with participation rewarded through exclusive prizes.
My Role
Creative Direction · Experience Strategy · AR Concept · Campaign Development
The Impact
Sold-out experiences, increased engagement and dwell time, stronger retail engagement, and excellent guest reviews.
