Disney's inaugural in-park augmented reality app introduced an additional layer of adventure and boosted sales at Mickey's Not-So-Scary Halloween Parties. "Mayhem at the Mansion" enabled visitors to transform into "spectre collectors," aiding in the capture of escaped spirits. Upon successfully apprehending these spirits and returning them to the Haunted Mansion, guests were rewarded with gifts as a token of their efforts.
Guests were offered an exclusive incentive at Mickey's Not So Scary Halloween Party - a special app to help collect the Hitchhiking Ghosts from the Haunted Mansion!
Here's how to play the interactive game.
Fun animated awareness video.
Even users not attending the party could join in the fun with an animated story detailing the big escape.
Attendees were given a spooky video tutorial to ensure they were ready for spectre collecting.
Park maps were updated with icons to help guests locate the tricky ghouls.
Each capture provided the guest with points towards their reward and also exclusive photo opps with their collected ghost.
Once all the ghosts returned to the Haunted Mansion, the collector would receive access to special videos, digital downloads, and other treats. It was shareable on social to brag about their feat.
To tease the upcoming app release, we worked with 5 artists, working in various mediums from sculpture to paper art to digital, to create their rendition of a Haunted Mansion ghost. These were released weekly on the Disney Parks Blog leading up to the launch.