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Case study
Disney - Pirates of the Caribbean
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Pirates of the Caribbean
In cinemas summer 2003
First movie in the new Disney series of non-animated
large-scale movies targeted at adults and families
High importance for Disney to have a successful start
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Help, LYCOS has been hijacked by pirates!
As the central starting point for all activites,
serves the imaginative situation of
LYCOS having been hijacked by pirates
The shared story of all activities made integration
across sites and channels easy, and furthermore
helped to give the users a united campaign
experience, making the campaign appear as a
whole, instead of fragmented advertisements
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Basesite
• The rallying point for the campaign
was a basesite where the users
could watch the movie trailer and
take part in a competition
• The basesite was also drawing users
from the Chat to Fight Club and vice
versa, an additional exposing the
campaign to the users
• From there they were linked to:
LYCOS Fight Club
LYCOS Chat
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Fight Club
Frontpage
Fight Club is an email-based game, in which characters in comic-style fight
each other by choosing attack and defense moves and ”secret” weapons
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Fight Club
•The viral game Fight Club was in the campaign period
entirely ”piratised” and new functionality was
added, which the users could only access after having
watched the movie trailer
•A newsletter was also sent out to the more than
5.000.000 registered players with information about
the campaign
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Fight Club –
All ingame characters where changed
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Fight Club –
new ingame-backgrounds
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Fight Club –
new secret weapons
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Fight Club –
Character selection
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Fight Club –
Ingame
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LYCOS Chat
The LYCOS chat, with more than one hundred thousand active
chatters was another place to integrate the campaign
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LYCOS Chat – Pirate room
A ”Pirates of the Caribbean” chat-room was created,
giving the chatters the possibility to start a fight from the chat
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LYCO