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SPONSORED CONTENT
CASE STUDIES OF EXCELLENCE
CONTACT INFO
STEVE PARRA
STEVEP@2HEADS.COM
310.463.9934
2HEADS.COM
CAMPAIGN: THE DISNEY BUNDLE PAVILION AT
D23 EXPO
CLIENT: DISNEY+, HULU & ESPN+
AGENCY: 2HEADS
The Brief | Build the Ultimate Disney Fan Experience
Every two years, thousands of Disney fans descend on Anaheim, CA
for the D23 Expo to experience the greatest that Disney brands have
to offer and immerse themselves in their favorite Disney content.
2Heads was briefed by Disney Streaming to create an experience
that was the central point of the expo; a meeting place for
attendees to gather, engage and celebrate their love of Disney. Each
brand requested an innovative, magical experience that captured
guest participation analytics to measure the success of the event
against their own internal KPIs.
The resulting 12,000 sq ft experience brought stakeholders under
one roof - ensuring that Disney+, Hulu, ESPN+ shared the spotlight,
while supporting each of their unique business objectives.
The Solution | A Branded Complementary Curation
2Heads designed a series of environments that gave each brand their
own consumer playground to explore. Mimicking an arena, the space
featured a central stage which provided high visibility to a curated
selection of Disney Bundle titles and featured a back-of-house for
green-rooms, production and our VIP 2nd floor viewing platform.
Using the UX of the Disney Parks as inspiration, 2Heads created
line experiences that felt as immersive and exciting as the displays
themselves. 2Heads also incorporated RFID touchpoints throughout
The Disney Bundle Booth to deliver measurable results in line with
the KPIs of each brand.
The Results | A Beating Heart of Content
For Disney+, 2Heads designed The Lenticular Wall, a digital
showpiece that showcased rolling content on towering,
synchronized LED panels. The Interactive Hologram wall was
another extremely popular touchpoint, activated by floor pedals,
causing Disney characters to drop in and say hello.
The immersive Hulu line experience included a Reality TV
Confessional moment where guests could select a digital background
from their favorite reality tv titles and receive a digital photo sent via
a custom RFID integration with D23's guest management system.
The ESPN+ zone encouraged high level of excitement with the
addition of superstar memorabilia like the College Football National
Championship Trophy and UFC Championship Belt. The ESPN+
66
EVENT MARKETER FALL 2023
zone included an RFID enabled photo op that put guests behind
the commentator's desk in a full-scale recreation of a sports
broadcasting studio.
The Disney Bundle Stage welcomed actor Brie Larson to discuss her
new augmented reality film Remembering and actor Darren Criss
leading a Disney sing-along. The Muppets stopped by to promote
their latest film, and Oscar-winning Documentary filmmaker Jimmy
Chin and Free Solo climber Alex Honnold shared clips from their
adventures.
Event highlights and statistics
* 286M Disney+, Hulu, ESPN+ subscribers with live access to the
D23 Expo
* 100,000 in-person guests
* 5,000 RFID interactions across 3 RFID photo activations
* 12,000 sq ft footprint
* 70 pieces of content for The Disney Bundle Stage
* 4 Unique brand environments
* 600+ person crowds per session
D23 Expo is the premiere Disney fan event, witnessing the outpouring
of love and excitement from fans when doors opened each day told
us we had hit the mark and 2Heads were honored to have partnered
with Disney+, Hulu & ESPN+ to bring that magic to life.
eventmarketer.com
https://www.2HEADS.COM http://www.eventmarketer.com
evm_september-2023

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