P&O Ferries and Disneyland Paris

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The Brief

We needed to create a magical joint campaign that promoted P&O Ferries’ one free adult Disneyland® Paris ticket offer.

The campaign also landed at a time of celebration – the 175th anniversary of P&O Ferries and the 20th anniversary of Disneyland® Paris. We wanted to amplify this exciting once-in-a-lifetime party that the partnership created.

The campaign was to work both above and below the line​.

Social media KPIs:​

– 100k total ‘likes’ on FB by year end​

– Generate £100k sales via Facebook in 2012

 

The Strategy

We developed a campaign that embraced the theme of a celebration. Facebook users were given the opportunity to play the Twist For Treats game – a random prize generator. Players accessed the Facebook app and activated a gumball machine that served out golden envelopes containing prizes including a grand prize of a trip to Disneyland® Paris with P&O Ferries. The game could be played each week, to encourage repeat visits.

With such high KPIs to achieve in social media, activation was key:​

– We pushed through to the app through DM and email​

– Sponsored stories through Facebook to ensure quality engagement​

– Utilised ‘mummy bloggers’ from previous campaigns.

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