Thea Awards Recipients

Thea Awards 2017

Thea Award for Outstanding Achievement - Connected Immersion

Ghost Post, The Haunted Mansion, Disneyland Park

Photo courtesy Disney

Ghost Post extended visitor engagement and created an entirely new dimension to the classic Disney Haunted Mansion attraction. It was a retail service, an alternate reality game (ARG) and a clever new storytelling mechanism, all rolled into a truly unique product. Ghost Post introduced a new type of interactive experience with multiple touchpoints that engaged guests with an attraction in new ways and drove repeat visitation.

A three-month subscription delivered authentic Haunted Mansion packages of trinkets, ephemera and magic to guests’ homes. These deliveries included a custom created “Ghost Radio” app for mobile devices that delivered audio dramas, clues and more, creating a multidimensional and immersive storytelling experience. It led to a scavenger hunt of sorts at Disneyland Park, beginning at the Fortune Teller in the Main Street Arcade which, via coordination through the mobile device app, delivered a unique fortune card to players. After a series of clues took guests around the park while remaining tied to the immersive story, the payoff was a ride in the Doom Buggy at the Haunted Mansion…with a customized soundtrack!

Each month, more of the story would unfold. With each box, subscribers discovered new clues, more mysteries and surprises. As a bonus, a fourth package was delivered featuring an 8 x 10 lenticular photo of the subscriber…morphing into a Haunted Mansion-style ghost - a magic trick unto itself!

This innovative extension of the guest experience delivers increased entertainment value and revenue beyond the traditional theme park environment. This multi-dimensional, transmedia adventure enhanced the attraction experience, involving guests through innovative storytelling and culminating in multiple surprises. 

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