CASE STUDY: Bringing the Mickey Mouse Clubhouse to life
Provided by Blackjack Promotions
National shopping centre tour to raise awareness of the new series of Mickey Mouse Clubhouse on the Disney Channel
What was the Challenge / Background of the Campaign?
The activity toured around the country's high profile shopping destinations offering children the opportunity to meet Mickey, have a photo with him and other members of the cast, receive a branded gift - such as Mickey Mouse ears/branded frame - & take part in Disney activities and games
What was the Campaign Objective?
The staff chosen had to be friendly and enthusiastic, encouraging the children to get involved and ensure the smooth running of the queue, photo opportunity & activity management.
What was the Solution?
A core team were recuited to accompany the tour around the country, with local staff joining them at each location for additional support. Keeping a core team of staff ensured a consistently high level of service, while the local members brought fresh energy to the events
What were the Results?
The children were delighted to spend some time with the 'real' Mickey and Co. and the atmosphere in the queue was positive even though enormous popularity made the wait quite long at most venues. This was as a result of our staff being on hand to move everyone along and keep the kids entertained. At the locations where there was a Disney Store close by, the takings were at least double the amount they took during the previous year's corresponding weekend
What were the Key Learnings of this Campaign?
Carefully targeting locations with a Disney store near by meant a direct return could be seen through up lift in sales. As well as this - staff were essential to the success of the campaign. Trained and experienced staff mean the customer experience and service the customer received throughout the day was of higher standards so even queueing was not an issue, and not the first thing they remembered about the day