Meme-ifying a paid ad campaign
The Brief: The “Show Your Disney Side” campaign encouraged Disney Parks fans to show their passion for the brand in their everyday lives. We were asked to bring the campaign to life on social channels to increase engagement and shares among the biggest fans.
The Idea: Using trending social devices, we showed how otherwise normal people might behave as their true Disney selves.
Someecards were some of the most shared content when the campaign ran - a great way to reveal Disney personalities of all kinds.
To further evolve the Disney Side campaign, we dropped a “March Magic” hype video during the madness of the NCAA Basketball Tournament, transforming beloved park attractions into teams and inviting Disney Parks fans to vote for their favorites in a bracket-style competition.
The winner of each matchup was determined by aggregate in-feed comments, until one park attraction was crowned most magical of all.
I conceived and wrote each of the Someecards inspired posts and scripted and co-directed the March Magic hype video.