Best Leisure Rich Media Online Ad

To celebrate the grand opening of Seven Dwarfs Mine Train at Walt Disney World, we launched a campaign that brought the excitement of the new attraction into users’ homes. Since still images and streaming video weren’t enough, we built game engine to simulate the park’s attraction in two high impact units: an expandable homepage takeover and fixed unit billboard. Rather than providing an outsider’s view of the ride, the result was a rich ad experience that allows users to go inside of the adventure and navigate the course themselves. Our solution dually benefitted Disney with stronger engagement rates and increased brand interaction, and users with a glimpse of the real-world attraction experience.

The solution dually benefitted Disney with stronger engagement rates and increased brand interaction, and users with a glimpse of the real-world attraction experience.

- 88MM total impressions
- 38% CTR from expanded state
- Dwell Rate (number of users who were actively rolled over or engaged) recorded 6.69% of impressions
- .20% CTR (66% over benchmark)
- 25% if users replayed the game

Contributors:

Disney Destinations, LLC. :

RED INTERACTIVE AGENCY

Location: USA

About the Agency:

RED is a full-service digital agency. We are comprised of experienced strategists, creatives, technologists, designers, marketers, storytellers, and inventors. And together we form a passionate collective dedicated to creating the most meaningful and effective digital solutions for progressive brands. We consistently deliver results for our clients by first gaining a deep understanding of their needs and target market, and then combining insight-driven strategy & ideation with the highest levels of execution. Ultimately, we find gaps in the marketplace and bring our unique brand of innovation to the digital landscape.