To promote the upcoming ice-skating show Disney on Ice, Disney set up interactive playgrounds themed “Let’s Celebrate!” at malls throughout Singapore.
The promotion incorporated augmented-reality technology to allow children to interact with and virtually ice-skate with Mickey Mouse and other Disney characters. In addition to the augmented-reality experience, the playground also offered various activities like real-life ice-skating, dancing, and a coloring station for children to create their own Disney art.
Creating unique experiences for shoppers is a great way to not only gain immediate awareness and promote purchase but also build brand advocates—children in this case. For many parents, it is hard to resist their child’s request, and it is likely that Mickey Mouse, Disney, and Disney on Ice were topics of conversation well after this mall experience was over.
Contributed by Integer Singapore
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