Monstrous Summer
A Dream within a Scream
The Challenge
Give fans a way to step inside the world of Monsters University and build anticipation for a first-of-its-kind Disney Parks event.
The Strategy
Turn anticipation into participation. Instead of asking fans to simply buy tickets, give them a role in powering the event itself.
The Idea
We created a “Screamraiser,” inviting fans to submit their loudest, funniest screams to help power the park. A digital experience tracked the growing scream count and unlocked hidden doors throughout Magic Kingdom, ultimately bringing the story into the physical park through a Monsters University-branded monorail, illuminated Spaceship Earth, and fan screams amplified into the experience.
My Role
Campaign Concept · Digital Experience Strategy · Content Direction · Cross-Channel Integration
The Impact
Boosted ticket and merchandise sales while generating extensive user-created content and social buzz.
The Takeaway
The campaign didn’t market the event—it made fans co-creators of it.
