McKinley Beach Disneyland Giveaway

Client

McKinley Beach

Shared Expertise

Digital Marketing Digital Marketing

Description

When the area where you live has all the outdoor amenities and activities one could imagine and when all those amenities and activities are located on the site of your 857 acre development what do you do? You draw comparisons with the ‘happiest place on earth’ - Disneyland.

April Fool’s!

In 2015, Sayvee ran an April Fool’s campaign for McKinley Beach stating that a ‘Disney-themed’ micro-amusement park would be created at the new community. The press release was released on social media and through a local online news outlet but the story quickly went viral. The initial Facebook post reached over 3 million people within the first two hours and by the end of the day had thousands of comments ranging from happiness, to anger, from sadness, to laughter. The McKinley Beach sales centre was inundated with calls from media outlets across Canada and the US.

The Follow Up

In 2016, we followed up on the popularity of the prank by building a marketing campaign that would award a trip to Disneyland, California for one lucky family. It was an entry-based campaign that was specifically designed to re-engage the people who inadvertently became a part of the original prank, particularly those in the Okanagan Valley. The contest ran for just over a month and received additional online news coverage for the McKinley Beach community.

The Results

In 2015, Sayvee ran an April Fool’s campaign for McKinley Beach stating that a ‘Disney-themed’ micro-amusement park would be created at the new community. The press release was released on social media and through a local online news outlet but the story quickly went viral. The initial Facebook post reached over 3 million people within the first two hours and by the end of the day had thousands of comments ranging from happiness, to anger, from sadness, to laughter. The McKinley Beach sales centre was inundated with calls from media outlets across Canada and the US.

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