Disney + Case Study

By employing this unique guerrilla marketing technique, Disney hoped to gain valuable insights into subscriber perceptions that could be used to enhance the user experience, improve the content selection, address any issues, and boost subscriber numbers for Disney+. 

The activation utilized brand ambassadors, mobile LED billboard trucks, food trucks, and mobile showrooms.

• Mobile LED billboard trucks were used to capture pedestrians' attention as they passed by.

• Brand Ambassadors and Talent were hired to greet, mingle with, entertain surveyors, and direct data gathering.

• Food trucks were positioned to maintain surveyors' attention and location while they waited.

• Mobile showroom trucks were equipped with iPads for touchscreen surveys to streamline data. The showroom also had Wi-Fi to send data to Google Sheets for real time analysis.

For 5 days, the Disney+ data train circulated among different geographic locations in Manhattan based on subscriber demographics.