Monstrous Summer
A Dream within a Scream
The Opportunity:
Give fans a way to step inside the world of Monsters University
My Role:
Campaign concept, digital experience strategy, content direction, cross-channel integration
The Results:
Boosted ticket and merchandise sales, generated extensive user-created content and social buzz
Disney was launching a 24-hour Magic Kingdom event — a marketing challenge with a specific problem: how do you build genuine anticipation for something that's never happened before, and make fans feel like participants rather than ticket buyers?
The answer was a Screamraiser.
We invited fans to submit their loudest, funniest screams to "help power the park" — turning passive audience members into active contributors to the event's story. Submissions poured in. The energy became narrative fuel: a custom Disney Parks Blog experience tracked the campaign's momentum through hidden doors scattered across Magic Kingdom, each one unlocking as the scream count grew.
On the night of the event, the digital story became physical. A Monsters University-branded monorail. Mike Wazowski illuminating Spaceship Earth. Fan screams, literally amplified into the park experience.
The campaign worked because it didn't market the event — it made fans co-creators of it. Digital participation and physical spectacle collapsed into one story.
