Marketing Campaign

Discover secret codes and help Rocket Raccoon free the Guardians of the Galaxy

Working in conjunction with the Broad Marketing team at Disney’s Yellow Shoes Creative Department, we designed a digital marketing experience to drive to social media spaces and generate interest in the new Guardians of the Galaxy: Mission Breakout attraction at Disney’s California Adventure Park.

Using Facebook Messenger, we created Rocket Raccoon chat bot that interfaced directly with guests. As they chatted, rocket gave the guest clues to discovering secret codes hidden in The Disneyland Resort’s various social media accounts.

Social Media Codes

Leveraging approved character artwork, I created graphics with codes that represented various characters. Guests would locate the graphics and report the code back to Rocket Raccoon via Facebook Chat

Results Tracking Experience

As guests reported codes back to Rocket, he linked them to a site to monitor their progress. For this, I designed a Digital Experience where guests saw their freed heroes status glitch in. After freeing all the Guardians of the Galaxy characters, guests were rewarded with a free Digital comics all about the new Guardians of the Galaxy: Mission Breakout attraction.