Disney Wonder of Friendship - The Experience

Client: Disney

Lara Judd – PR Supervisor – The Walt Disney Company

2023 marked Disney’s 100th anniversary. To celebrate a century of friendship, Disney wanted to give Gen Z a fresh and meaningful way to connect–both with each other and with Disney as a brand. We created an ultra-personalisable, hyper-immersive ticketed Gen Z pop-up event that toured four of Europe's coolest cities. Launching with a killer London PR party full of influencers and press, we teased the public’s timelines and gained coverage across VOGUE France, Metro, Stylist, Adweek, Time Out, Campaign, and more before we opened to the public... This multi-sensorial event brought classic characters, groups of guests and Disney’s brand partners together under one unifying theme – ‘Wonder of Friendship’. With the help of some of Disney’s most iconic pals of the century, guests explored, played, and sang their way through four immersive zones – each celebrating a specific friendship quality through the stories and characters in 4 classic franchises. To personalise guests' journeys, we teamed up with Snapchat to create custom filters bringing our installations to life. RFID powered ‘friendship keys’ helped guests unlock unique friendship insights at every turn. And, with picture-perfect backdrops everywhere guests pointed their phones, content capturing was irresistible. We wowed over 40,000 guests in 40 days across 4 countries, achieving over 90% of ticket sales–surpassing our KPI of 75%. The event was a neon-glowing success, smashing ticket sale goals, achieving a reach of over 1.4 billion, and helping Disney to reinforce that coveted spot in the hearts and social feeds of Gen Z across Europe.