In an era where Gen Z's digital savviness often leads to social isolation, especially in the wake of the COVID-19 pandemic, Disney aimed to innovate how its stories could foster real-world connections. This collaboration aimed to transform traditional storytelling into an immersive, interactive experience that puts friendship and shared adventures at the forefront.

Objectives included engaging Gen Z through innovative AR experiences, celebrating Disney's storytelling heritage by modernizing its tales of friendship for today's youth, fostering genuine connections among visitors in a post-pandemic world, and setting new industry standards for immersive digital storytelling.

The ultimate goal was to create a unique space where technology and tradition unite to spark joy and togetherness, making Disney's timeless stories relevant and accessible to a new generation.

The Wonder of Friendship Experience a groundbreaking immersive exhibit that combines the physical and digital realms through Snap's advanced AR technology, offering a new way to celebrate Disney's iconic tales of friendship.

This touring exhibit introduced nine unique AR experiences, each dedicated to a different Disney story. Visitors could explore the Garden of Mystery with Alice, experience The Orchestral Oasis with Timon and Pumbaa, surf in Ohana Bay with Stitch, embark on treasure hunts with Mickey and friends, and even try on exclusive merchandise in AR.

Utilizing cutting-edge AR, AI, Custom Location Mesh and Ray Tracing technology, the exhibit offered an unprecedented level of immersion, making every interaction within these magical worlds a moment to remember and share.

It not only reinvented how stories could be experienced but also underscored the timeless appeal of friendship, making the magical moments of Disney accessible anywhere, redefining immersive storytelling for a new era.

The Wonder of Friendship Experience strategically harnessed AR technology to bring friends together, reimagining how Gen Z interacts with Disney's cherished stories. This campaign targeted digitally-native audiences, particularly Gen Z, who are adept with technology but seek meaningful real-world interactions.

The initiative was designed to appeal broadly, engaging not only Gen Z but also families and Disney enthusiasts across generations. By utilizing Snapchat's AR, the project transformed familiar Disney narratives into interactive adventures, fostering a communal sense of wonder and connection.

The experience's core was its shareability, tapping into social media's role in Gen Z's lives to encourage sharing of their interactive moments with friends. As it toured across European cities, each location's unique cultural context was considered, ensuring the experience remained relevant and engaging. This strategic use of AR technology aimed to create memorable, shared experiences, reinforcing the timeless magic of Disney friendship.

The Wonder of Friendship Experience, a pioneering AR initiative, showcased Disney's iconic stories through an unprecedented fusion of digital artistry and storytelling. This project, integrating Snapchat's AR technology, was meticulously executed to create an immersive world where guests could interact with beloved Disney characters and narratives, reinforcing Disney’s position at the forefront of innovative, digital-first storytelling.

The experience was centered around leveraging AR to create interactive narratives across five uniquely themed rooms, each dedicated to a Disney story. Advanced AR technologies, including face and body tracking, LiDAR, 3D mesh matching, and Ray Tracing, brought these narratives to life, allowing guests to physically and digitally engage with the environments.

The touring exhibit was strategically located in four major European cities, chosen for their rich cultural backgrounds and accessibility, ensuring a broad demographic could experience Disney's magic firsthand.

On a grand scale, each room within the exhibit offered a different immersive AR experience, meticulously designed to engage guests. The scale and diversity of the experiences demonstrated the expansive potential of AR in storytelling.

This project underscored Disney's legacy as a storyteller, modernizing its classic tales for today's digitally-native audiences. It aligned perfectly with Disney's mission to innovate while staying true to its roots, showcasing its stories' timeless relevance.

The design of the exhibit encouraged active participation, with AR interactions facilitated through Snapchat, allowing guests to scan codes to explore, discover, and share their experiences, thereby extending the magic beyond the physical space of the exhibit.

The exhibit's design was a careful amalgamation of whimsical Disney aesthetics with cutting-edge technology. The choice of materials and style elements—ranging from the physical decor to the AR interfaces—was aimed at creating an enchanting, cohesive world that seamlessly merged the real with the virtual.

The Experience yielded impressive results, enhancing Disney's brand engagement and perception significantly. The campaign generated 1.4 billion media impressions across EMEA, attracting over 40,000 guests in four countries, evidencing its widespread appeal and success in driving awareness. Engagement metrics were particularly striking, with playtime 1700% longer and a usage rate 10 times higher than industry averages, indicating a deep and meaningful interaction with the content.

These figures not only demonstrate a remarkable change in consumer behavior but also a heightened level of consumer awareness and engagement with the brand. Press coverage from prestigious outlets like Glamour, Vogue, Adage, and Adweek praised the experience for its immersive quality and innovative approach to storytelling. This positive media echo bolstered Disney's image as a pioneer in creating magical, immersive experiences, underscoring the campaign's significant impact on brand perception and consumer engagement for Disney's centennial celebration.