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Disney
- Narnia Hide and Seek Sweepstakes
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Challenge:
Disney wanted to engage a key target demographic prior to the
release of “The Chronicles of Narnia.” The studio
sought a younger tween audience and needed a strategy that would
augment traditional mall and TV advertising.
Strategy:
Gold Group created the Narnia “Hide and Seek” web
game and launched it as part of a national sweepstakes campaign.
The game was engineered to be simple enough for children to
play while complex enough to introduce virtually all of the
movie’s main characters.
Outcome: The game and sweepstakes drew more than 50,000
players within the targeted demographic, and “The Chronicles
of Narnia” was one of Disney’s most successful launches,
knocking “Harry Potter and The Goblet of Fire” from
the top of the charts.
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