We were asked create a new and engaging summer social campaign for P&O Ferries in partnership with Disneyland® Paris – a big destination for people going to France.
We were to target existing Facebook fans and encourage new ones to follow by bringing both the journey and the destination to life for customers.
The campaign had to inspire the imagination of their customers, fans and followers.
Our plan was to showcase P&O Ferries and Disneyland® Paris and put individuals at the centre of the campaign.
We were going to ask fans to prove their knowledge through interacting with wall posts.
And we were going to incentivise engagement with a magical prize (a family holiday with P&O Ferries to Disneyland® Paris).
To create long-term interest, the campaign developed and changed over its duration. Initially, we engaged fans with questions, but then we threw in a twist…
We rewarded our online audience with ‘real’ experiences by ‘virtually’ taking them on board and to Disneyland® Paris.
We showed how we did this with five campaign films that showed the winners being announced announced both on board and at Disneyland® Paris.
February 15, 2015