Vibes

Overview

Disney wanted to get their core audience back into the “Pirates” storyline prior to the release of Pirates of the Caribbean II: Dead Man’s Chest.

Challenge

The target was not considered a traditional text messaging demographic so, in addition to driving engagement, the program had to overcome the added barrier of converting non-texters.

Solution

Vibes developed the Create Your Own Adventure Sweepstakes. The concept worked much like the “Choose Your Own Adventure” novels that were popular in the 1970s. Calls to action were tagged on traditional television and print media, and on the back of soda cups in theaters. Once activated, each participant could choose any one of more than 20,000 unique pathways and end up with his own unique adventure. To make it all the way through the game, a player needed to negotiate past multiple obstacles such as sea monsters, ghosts, sword-wielding rivals and locked vaults. Depending on his choices, he could complete a game in between 138 and 300 messages. A game feature allowed players to start, stop and resume games, giving players the ability to finish on their own schedules.

Results

For confidentiality purposes, please contact us for program results.