Panini Disneyland Paris 25th Anniversary

Zappar

Context:

To celebrate the 25th Anniversary of the opening of Disneyland Paris Panini created an exclusive sticker album and collectible
mechanic in association with Carrefour in Belgium. The album consisted of 245 stickers to collect from special flow packs given away
free with purchase across all Disney’s properties. The promotion also featured point of sale in store with AR experiences from the
branded standalone palettes.

AR Objectives:

  • Create an exclusive promotion with Carrefour to drive footfall in store through the Disneyland Paris association and sticker album
    incentive;
  • Encourage purchase through delivery of flow packs for the album.

Content:

On scanning the special AR stickers characters would come to life in 3D with exclusive animations, 360 panoramas and photo
features to unlock. Characters included Mickey, Minnie, Buzz, Spiderman, Nemo and Elsa from Frozen. The front cover also featured
AR bringing the Magic Kingdom to life in 3D with an explosion of fireworks orchestrated by Mickey himself. In store at the POS users
could also unlock photo features with Mickey and Spiderman.

Results:

This promotion far exceeded any album before in terms of scans from a companion app. There were over 6.75m scans in total with the
top five most scanned experiences all being AR enabled. On average users spent 60 seconds in each experience. There were over
50k downloads of the app putting in in the top 5 downloads in the Belgian app stores for the period. The sticker albums sold out in
Carrefour within the first week of the promotion exceeding all expectations and requiring a reprint by Panini to keep up with demand.

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