We were selected by a partner agency and the Disney Parks and Resorts to leverage mobile in order to increase awareness of Aulani, the newest Disney Resort & Spa in Hawaii. The mobile campaign utilised both Interstitial and Expandable Mobile Media banners which drove traffic to the Rich Media Ad Unit.

The Secrets of Aulani, rich media ad unit, was designed to engage consumers with the brand and was structured around an interactive 4 level game, inviting users to solve a series of puzzles to gain the ‘key to Aulani’. By collecting the ‘key’ users would progress to the next level. Each of the four levels required the user to interact with the game using features such as the handset’s touch screen and accelerometer to obtain and assemble Aulani keys.

Each level was hand drawn to highlight the resort’s features and amenities; upon completion of the game, the visitor was able to browse additional information about other activities available at Aulani. Users could also learn more about the resort during the game by clicking on hot spots.The mobile media campaign ran in North America between November 23rd and December 14th 2011. Through their mobile media efforts, the Disney Parks and Resorts group was able to achieve the following objectives:•Raise Brand Awareness about the resort•Obtain high repeat engagement amongst consumers•Achieve above industry average click through rates and visit duration of the advertisement