Disneyland Paris 25th AR Sticker Book
Panini — Carrefour — Disney
To celebrate the 25th Anniversary of the opening of Disneyland Paris Panini created an exclusive sticker album and collectible mechanic in association with Carrefour in Belgium. The album consisted of 245 stickers to collect from special flow packs given away free with purchase across all Disney’s properties. The promotion also featured point of sale in store with AR experiences from the branded standalone palettes.
AR Objectives:
Create an exclusive promotion with Carrefour to drive footfall in store through the Disneyland Paris association and sticker album incentive;
Encourage purchase through delivery of flow packs for the album.
Content:
Despite its unparalleled success there are always learnings and no case study can be perfect! In this case the POS itself did not add much incremental value as the experience matched the content in the album itself. There was no specific value proposition around the in-store AR experience which could perhaps have been improved to make more of the context. Also, the AR feature was not called out on the sticker themselves and was only featured in the album.
Results:
This promotion far exceeded any album before in terms of scans from a companion app. There were over 6.75m scans in total with the top five most scanned experiences all being AR enabled. On average users spent 60 seconds in each experience. There were over 50k downloads of the app putting in in the top 5 downloads in the Belgian app stores for the period. The sticker albums sold out in Carrefour within the first week of the promotion exceeding all expectations and requiring a reprint by Panini to keep up with demand.