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.
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.