Disney


Cars Land Racers

Advergame


Objective

Promote the grand opening of Cars Land at Disney’s California Adventure amongst Disneyland Resort fans, and engage guests while they wait in line at the new park, with mobile advergames inspired by the attractions.



Solution

We launched Cars Land Racers, a mobile microsite featuring three custom advergames — Lightning’s Endurance Race, Luigi’s Order Line, and Mater’s Tow Fishin’ — each based on one of the new attractions.

In-park signage invited guests to play while waiting in the queues, and each game featured a global leaderboard to keep the competition going.

Registered users were able to track their top score and received achievement badges they could share on social media to challenge their friends and help create awareness of the exciting new Cars Land attractions.