Disney Treasure

Brief:

Create a one-of-a-kind branded content piece to hype the launch of the new Disney Cruises ship Disney Treasure and reveal it during a series of virtual events targeting media, content creators, and consumers. The virtual grand reveal of the Disney Treasure took place on the week of September 5, dropping never-before-released details showcasing the world-class dining, immersive family entertainment and unique spaces coming to the sixth ship in the Disney Cruise Line fleet.

Strategy:

The branded content was kicked off with a physical mailer sent to select influencers & media with clues & easter eggs for the themed experiences, attractions, F&B, and more that would be on the new ship, as well as an intricate Treasure Map designed by Francesca Baerald, a renowned fantasy game cartographer. The mailers included invite information for the big livestream reveal (date + URL), which took place first on a private bespoke interactive website (advanced preview) followed by a consumer-forward Youtube livestream. Select influencers were also given access to a very special digital site containing an interactive version of the custom illustrated map (from their physical mailers) for them to deepen their experience of the Disney Treasure magic.

The day after the advanced previews, the same branded content piece was livestreamed to consumers via the Disney Parks Youtube channel, Good Morning America, and ABC.com and amplified widely across the media.

Execution:

Disney partnered with Little Cinema to create the content piece for the livestream reveal by combining built sets, on-location filming, and 3D models from Walt Disney Imagineering. Part of the content piece was filmed using the magic of Extended-Reality (XR) to depict a fictional adventurer (‘Arthur Quinn’) exploring the inside of the brand new ship for all to see and experience alongside him. The bespoke website that hosted the advanced previews and the interactive treasure map was created by Little Cinema using their interactive Backstage technology.