True North Inc., New York Follow Update

  • 630 Third Avenue
  • New York, New York 10017
  • United States
  • Phone: (+1) 212 557-4202

Disneyland - "Cars Land Rich Media Takeover" - True North Inc.

  • Cars Land Rich Media Takeover
  • Disneyland
  • Disneyland Resort
  • True North Inc.
  • United States
  • Cars Land Rich Media Takeover
Product CategoryOnline Travel & Reservation Services
Date of First Broadcast/PublicationJune 15, 2012
Media TypeInternet Ad / Banner
Creative Director Daniel Brown
Associate Creative Director Vicky Wetterer
Associate Creative Director Jarrod Ballou
Account Director Nicole Macias
Account Executive Marcus Cheek
Animation Seth Klassen
Production Artist Sherman Huang

Story

The all-new Cars Land attraction at the newly expanded Disney California Adventure® Park at the Disneyland® Resort in California was going to be big-really big. We knew our online ads had to be high-impact to increase awareness and drive excitement around this whole new land.

Expedia and Orbitz provided the ideal environment for our rich media takeovers. Not to mention, this was Expedia's first full page takeover which we proposed to them initially. The challenge was to differentiate the Cars Land takeover from ads naturally labeled as distractions – the perennially bothersome floaters and expandable ads of the online world. 

Result

Using a combination of in-house and approved assets from Pixar, we developed a custom, rich experience creating a digital detour into Cars Land. Our takeover ad worked seamlessly within the homepage while revving up the user's expectations on the site.