DISNEY’S MICKEY MOUSE ACTIVATION CASE STUDY

MICKEY’S 90TH ANNIVERSARY ACTIVATION

OBJECTIVE

For Mickey’s 90th Anniversary, NAM Marketing had proposed an activation to Walt Disney which would shed light on one of the most decorated veterans in Children’s entertainment industry- Mickey Mouse. For the fan favourite, it was a special day and one that needed to highlight its legacy.

LOCATION AND DURATION

During the activation, 6 different locations were covered over both Dubai and Abu Dhabi. The locations covered in Dubai were
  • DCC Carrefour
  • MOE Carrefour
  • Lulu Al Barsha
The locations covered in Abu Dhabi were:
  • Abu Dhabi Shamkha
  • Lulu Abu Dhabi Khalidiyah
  • Abu Dhabi Coop
The total duration of the events was 48 hours while each single session lasted for 4 hours. Participation- Total number of participants was in between 1,800 to 2,000

PROMOTERS AND INTERACTIVITY

Each single event had a Face-Painter and an ‘Arts and Crafts’ trainer. The intent was to attract the target audience i.e children and parents with young kids. Interaction and Participation of children passing by was crucial in an activation like this. Face-painting as well as the opportunity to partake  in arts and crafts proved to be tempting enough to attract a good amount of children to interact with Walt Disney’s Activations.

GIVEAWAYS

To ensure this event remained a memorable one for the target audience, 360 Mickey-themed cupcakes were given away, along with 480 balloons to the joy of visitors.

SUCCESSFUL ACTIVATION

The overall activation became a story to tell for the children that visited, a considerable marketing promo for Walt Disney and a project “well-done” for NAM .