To differentiate Disney Cruise Line from the competition, we leveraged Disney’s famous characters - and the magic of storytelling - to create the brand’s first interactive board game. The promotion turned cruise amenities into Magical Experiences, stolen by the Disney Villains, and sent users on a quest to return them to the Disney Cruise Ship.

Users played by sailing through five elaborately treacherous islands based on Disney ports of call, each guarded by one of the Villains. Castaway Cay - Disney’s homeport - became the central island, as well as the game’s starting point and finish line.

Without any online or offline media drivers, the promotion had over 450,000 entries during the first quarter alone, more than double the client goal of 200,000 entries. Two thirds of site traffic came from referring sources, with a quarter of visits just from Facebook referrals. Users returned to play an average of 12 times, well beyond the client benchmark of 4 visits, and average time on site was 7:48, nearly 300% higher than past Disney promotions.