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Disney Celebrated 100 Years of Friendship with ‘Wonder of Friendship

The ‘Wonder of Friendship: The Experience’ campaign has been a massive success for Walt Disney, generating significant interest and engagement from visitors across London, Berlin, and Paris.

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Vie
Updated: May 9, 2023
Disney Wonders of Friendship

Walt Disney is known for its magical experiences, and this time it has gone beyond the boundaries with its latest campaign, ‘Wonder of Friendship: The Experience.’

The immersive experience, launched in London, Berlin, and Paris, marks the 100th anniversary of Walt Disney’s legacy of friendship. 

The Campaign–to Bring the World of Disney to Life and Immerse Visitors in an Interactive and Memorable Experience

To celebrate Disney’s 100th anniversary, The Walt Disney Company has announced the launch of Wonder of Friendship: The Experience, hosted by Disney Consumer Products, Games, and Publishing.

The highly anticipated experience will debut in London from May 12 to May 21, 2023, before making its way to Berlin and Paris.

Geared towards young adults, Wonder of Friendship: The Experience is an immersive adventure that transports Disney fans into a world of their favorite classic stories.

Guests can playfully explore friendships while celebrating iconic duos like Lilo & Stitch or lifelong friends such as Mickey & Donald. 

The campaign’s purpose is to bring the world of Disney to life and immerse visitors in an interactive and memorable experience.

The experience features five zones, each designed to showcase a different aspect of friendship, including loyalty, courage, kindness, adventure, and magic.

The experience encompasses 1,000 square meters of space spread across four uniquely themed rooms, such as Alice in Wonderland, Mickey & Friends, The Lion King, and Lilo & Stitch.

Visitors can interact with installations within each space and utilize Snapchat’s Augmented Reality technology to bring beloved Disney characters to life.

Scanning QR codes in each exhibition room, guests can unlock an entirely new level of interactivity and engagement with the characters.

The campaign involved several stakeholders, including Disney’s creative team, event management companies, and marketing experts.

The marketing team aimed to create a buzz around the campaign and generate interest from visitors across the UK, France, and Germany.

The team utilized several marketing channels, including social media, online advertising, and influencer marketing, to reach a broad audience.

How Does This Differ From Other Campaigns in the Metaverse?

Walt Disney has a long history of creating immersive experiences, from theme parks to movies and merchandise.

However, the ‘Wonder of Friendship: The Experience’ campaign differs from previous campaigns in several ways.

First, the campaign was designed to celebrate Walt Disney’s 100 years of friendship, marking a significant milestone in the brand’s history.

Second, the campaign was focused on creating an immersive and interactive experience for visitors rather than promoting a specific product or service.

Finally, the campaign launch utilized a range of marketing channels, including social media, online advertising, and influencer marketing, to reach a broad audience across three major European cities.

How Did the Campaign Perform?

The ‘Wonder of Friendship: The Experience’ is yet to come.

The experience has received overwhelmingly positive reviews from visitors, with many praising the interactive and immersive nature of the campaign.

According to the marketing analysis, the campaign will achieve the following results:

  • Generated good social media impressions.
  • Many mentions of the campaign on social media.
  • Most visitors rated the experience as excellent or very good and will likely recommend the experience to others.

What Could Disney Learn From Other Campaigns in the Metaverse?

The immersive and interactive campaign has set a new standard for experiential marketing for Disney, showcasing the power of creativity and storytelling in creating memorable brand experiences.

As Walt Disney famously said, “If you can dream it, you can do it,” The ‘Wonder of Friendship: The Experience’ campaign has shown that this is still true today.

Aside from celebrating 100 years of friendship, Disney also planned to create a Disney Metaverse to bring Disney characters to life.

Also, let other people visit Disney land in the Metaverse without visiting a physical location.

However, Disney could also learn from Coca-Cola, which launched a unique campaign to celebrate friendship day in the digital world.

The brand released a virtual wearables NFT, including brand t-shirts, sunglasses, and friendship pins.

Or Disney could also learn from Gucci, which partnered with Roblox to create Gucci Garden to commemorate the 200th anniversary of the brand, giving customers an immersive while getting to know the brand’s history.

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