Disneyland: Likes for Lights

The holidays are the most magical time of the year at Disneyland. But with so much to do in and around Southern California, a trip to Disneyland can get lost on the to-do list. Our mission was to transform Disneyland from a to-do into a must-do for people on the west coast during the holiday season.

So, to kick off the holidays on the west coast, and to do it in true Disney style, we brought our fans together to light Disneyland’s Christmas tree in an innovative new way both in the park and online. We created a first-of-its-kind Christmas tree that fans could help light in realtime on Facebook Live using Facebook emoji reactions. The more fans liked, the more lights we lit. When they wowed, we triggered snow in the park. When they showed some love, it helped light the star on top of our tree.

Animated overlays created an augmented reality layer on top of the Facebook Live interface. To keep fans engaged throughout our lighting celebration, we created mini games that triggered even more magic. Polls let fans choose which carols our Dapper Dans would sing in the park. Riddles unlocked animated easter eggs and more surprises.