Disney Cruise Adventure

Objective

Disney launched an interactive gaming campaign to promote Disney Cruise Line vacations during the peak summer booking season. The sweepstakes offered participants the chance to win an all-expenses-paid cruise voyage, with the ability to customize their prize by selecting preferred ship experiences and amenities through gameplay. The campaign aimed to drive brand awareness and sweepstakes participation among vacation planners.

Solution

An interactive game-and-sweepstakes hybrid where players embarked on an adventure across five Disney ports of call, each guarded by a Disney Villain (Ursula, Cruella, and Gaston). Players chose between a desktop-based quest board experience or a mobile wheel-spin mechanic with 3 spins per villain (9 total daily spins). As players progressed, they unlocked and selected from a catalog of cruise amenities and activities—dining experiences, entertainment, shore excursions—to customize their potential grand prize. The campaign ran from July 2 through September 30, 2012.

Results

Not published.