Ford / Disneyland Europe – Follow the Magic
Viral Data Acquisition
D&E’s MD Joe Rider spent six years at Electronic Arts, so gaming expertise runs deep in our veins. When D&E was briefed by ford to create an engagement device for the Follow the Magic campaign we relished the chance to build a branded driving game.
Ford’s Focus team had planned a data gathering promotion with Disney, offering 250 prizes of a family trip to Disneyland Paris as customer incentives. To fulfil the project ambitions, D&E proposed creating a Follow the Magic game, integrated into a microsite and data capture mechanic.
To play the game, users simply had to enter contact information and gave marketing permissions. The player was rewarded with additional chances to win the competition prizes as they progressed through the levels of the game, sharing the challenge with friends and family.
With two brand stakeholders of such high international calibre, this was a demanding project, but response exceeded all KPI’s. Aly Cameron, European Promotions Director for Disney Parks commented that the game, “Looks so good I would eat it if possible!”