Program Objective: Create buzz and excitement in communities across North America about a National campaign to offer people free admission to a Disney Park on their birthday.
Experiential Efforts: P.R Stunt, Sponsorship Activation, Buzz-WOMM
Solution: Turtle Transit collaborated with Disney Parks to launch the What Will You Celebrate? Tour, a fleet of whimsical vehicles that traveled on an experiential road-tour across 31 cities in the U.S and Canada. The custom fleet featured interactive trailers, called “Celebration Stations,” that provided instant information about Disney vacation packages and offered the opportunity for customers to book their trip on the spot. In keeping with the theme of the campaign, Disney Celebration street teams handed out thousands of Mickey Mouse balloons to draw attention in high-traffic areas, and offered people the opportunity to register for a free admission pass to visit a Disney Park on their birthday directly from a celebration station. The custom trailer featured vibrant awnings that towered over HP touch monitors for redeeming admission passes. Custom wrapped Sprinter Vans and SUVs were also part of the interactive fleet of Celebration vehicles. Giant Mickey Mouse inflatable ears were mounted to the rooftop of the vehicles to generate engagement and excitement in the streets of major Metropolitan cities. Turtle Transit also designed vibrant segways that Celebration teams used to intercept people in the hardest-to-reach areas, and draw them to the trailers. Overall, more than 300 broadcast, radio and print media placements were made. The website logged 7.3 million views; roughly 1.7 million contest entries were submitted; and 20,000 visitors and viewers referred campaign messages to their friends.