DreamWorks

  • NBCUniversal

Create. Build. Experience. Repeat.

DreamWorks is a leader in developing brands that are realized in seemingly thousands of different ways. So when Mission was asked to partner in extending those branded experiences, we enthusiastically accepted the challenge.

The DreamWorks DreamPlace experience builds upon the box office successes of the studio's most adored film characters and brings them to life in experiential activations around the world. For both the Shrek and Kung Fu Panda Holiday Experiences, Mission created the consumer website, reservation system integration, on-site collateral, interactive storybook and marketing campaign. With great respect for the brand guidelines and established assets, we created pre- and post-activation experiences that further strengthened the relationship between the consumer and the branded property, and drove incremental revenues for the studio.

For a variety of other DreamWorks properties, including Trolls, How To Train Your Dragon and Dinotrux, Mission developed complex interactive online and offline experiences featured on their Create web portal. Responsible for the product development, user-flow, user-interface design and backend development of these experiences, Mission’s full team was involved with strategizing, concepting and implementing these loved activities.

Expertise

Brand Platform, Messaging, Design, Environmental, Advertising, Photography, Video, Digital Marketing

Markets

Consumer Goods, Entertainment

Online HQ

create.dreamworks.com

Share

This "Hug Time" experience allowed members to build their own custom Troll, create its Pod and then use the Troll Name Generator to bring it to life. Users could share their creations via social media, save to their Family Gallery and download line art versions for custom coloring pages.

Custom Troll Builder

The objective was to create activities where kids could engage with the brand characters both online and offline.

Build & Fold Dinotrux

For the Dinotrux activity, we created 12 customizable areas to swap in parts, colors, textures and accessories. Kids could then share and print out their custom Dinotrux and build the foldable model.

In the How To Train Your Dragon franchise, the Book of Dragons has become a centerpiece to the story. The richness of the tome's origins inspired us to create an experience that allowed for endless customization while staying true to the brand and storyline.

In addition to the custom dragon flyers, kids could download their own Book of Dragons and add profiles of their creations.

The DreamWorks DreamPlace was an international holiday experience themed to both Kung Fu Panda and Shrek. The customer journey began months in advance with registration, family profile creation and wish list building. The experience concluded during the holidays with a visit to DreamPlace where they participated in interactives and a visit to Santa.

Online Registration & Booking

The technical lift included the integration of various 3rd party registration platforms and DreamWorks proprietary customer relations engine.

Interactive Storybook

To amplify the previsit engagement, chapters of an interactive book were pushed to registered families and initiated the storyline they would soon experience.

Built from the profiles created at registration, families received custom boarding passes that initiated their onsite adventures.

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