To communicate this magic festival we decided to make its communication as interesting as the event itself.

Hence, could the email itself be magical?

We sent out an email and asked the audience to read it aloud. The email vanished.

You couldn’t find any Gif’s, or save any images. No hacks like searching your cache or source code would bring it back.

When the email vanished, the footer rose to reveal a call to action sparking a lot of clicks.

The 7 year old theme park gets an average of 3000 visitors a day. We sent out this email to the entire database of email IDs collected over the years.

We received an open rate of 22.5% and a click through rate of 11%.