The selfie wave refuses to die down- and agencies are riding it too, if BETC and Disney’s integrated multimedia campaign to promote the July 10 opening of Disneyland Paris’s latest attraction is any indicator.
“Rat Booth” is an app modeled on conventional photo booths and inspired by previous campaigns by Disneyland Paris agency BETC, such at the “Baby and Me” campaign for Evian, it goes a step ahead and uses an inbuilt facial scanner, allowing people to create their own moving, interactive digital rat avatar. Simply look into your device’s camera, and your mobile, ratty self appears in front of you in seconds. We suppose there is a rat lurking inside all of us.
“What was really important for us is the transformation in the app: that you see yourself and you become a rat. It’s the same experience as the attraction,” said Christophe Clapier, digital creative director at BETC.
It is not only interactive, but also personalized. You can customize your rat self’s sex, coat, build, eye color and even add rat-sized accessories like tiaras, necklaces, bowties and glasses. You can even pass on the fun, by creating and forwarding videos and selfies to your friends. It is taking OfficeMax’s iconic “Elf Yourself” campaign to an entirely different level.
A poster campaign, a mini-website, and a 30-second TV spot accompany the app, each depicting how the ride immerses you into Rémy’s rat-sized world.
The idea behind the attraction is that you are shrunk to the size of a rat, surrounded by life-sized buildings, fruits and vegetables, as you make your way through Parisian drains and Chef Gusteau’s kitchen. The campaign wanted to offer a sneak-peak into this world, but not take away from the actual ride.
“The attraction is an essential experience, and we can’t do that on the web or with built up things,” said Clapier. But we did want to embody “the spirit of Disney and want people to have fun.”
“We’ve got good feedback from users,” he said. “We made this application for families, and all comments are talking about how much their children are enjoying it.”
Why a DTC jewelry company is placing its bets on organic growth via TikTok
As TikTok continues to grow in popularity, a jewelry startup is hoping to capitalize on its organic growth.
‘Harder to dispute’: Ebiquity CEO on why advertisers are slowing spending in the Google-Facebook duopoly
It’s deja vu all over again with this sort of rhetoric. This time, though, it's not just big brands that are apprehensive about putting more dollars into Google or Facebook. It's the smaller ones -- the ones that account for the bulk of cash spent on those ads.
Why a sports betting company will brand the new train line to MetLife Stadium
As part of this effort, a variety of print and digital assets have been developed, as well as the official rebranding of all of the NJ Transit system's signage and advertising to accommodate the new rail line. A clear understanding of the financial agreement was not provided.
SponsoredHow FAST channels are redefining primetime opportunities for advertisers
Sponsored by Vevo With the competition from content providers continuing to build, the traditional primetime TV slots are no longer guaranteeing the mass audiences they once did. Television viewership is evolving, and the primetime window of 8–11 p.m. is less broadly reflective of younger audiences’ content consumption habits. In 2022, attracting TV viewers is a […]
How Squarespace is marketing more directly to the creator economy
With new features and ads, Squarespace is the latest tech company to market more directly to creators
Member ExclusiveMarketing Briefing: With pressure mounting on Q4, some marketers are planning to roll out holiday sales early
Marketers are rolling out holiday marketing and sales early as economic uncertainty persists and pressure builds for the fourth quarter.