Case Study: Walt Disney creates a sold-out haunted mansion experience with MJD Interactive

Walt Disney sells out 999 Haunted Mansion subscriptions in under 30 minutes with MJD Interactive

Walt Disney faced the challenge of extending the magic of its Haunted Mansion attraction beyond the park and creating a new, engaging revenue stream. They partnered with vendor MJD Interactive to develop an innovative solution that would bring the attraction's ghosts into subscribers' homes through a monthly retail subscription model.

MJD Interactive created an omni-channel strategy centered on a mobile app called the Phantom Radio. This app communicated with physical haunted objects delivered each month, unlocking digital experiences and a storyline. The solution also integrated with the park experience via Bluetooth beacons, offering customized ride audio and an in-park scavenger hunt. This approach resulted in 999 subscriptions selling out in under 30 minutes, generated significant social media buzz with over 300,000 YouTube views, and successfully drove repeat park visits.

Walt Disney