GOOD DINOSAUR

Capturing a special moment with virtual Fireflies

Overview

Ask anybody exiting the theatre having watched The Good Dinosaur for their favourite scene, and you're sure to recognise a theme. Disney-Pixar knew they had created a poignant moment and a lesson of lifelong import with their stand-out firefly scene and the famous words, "Sometimes you gotta get through your fear to see the beauty on the other side."

We were invited by Disney to capture that special moment, give it a compelling interactive element, and make it deeply personal, driving interest and establishing an emotional bond with the film ahead of its release. With the magic of Kinect body tracking, The Good Dinosaur Experience enables players to work together to summon and frolic with thousands of their own fireflies. Players then instruct their fireflies to flutter into formation and spell out personal holiday messages for their loved ones, to be shared by email and on social media.

Results

The Good Dinosaur Experience rolled out to three locations across London: Picturehouse Central (at the film's premiere), Westfield London, and Westfield Stratford City.

Crowds soon formed to play with the fireflies, and the personalised Christmas card element gave the campaign a strong reach across social networks.

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