Few things are as entertaining as witnessing someone caught off guard and authentically sharing their recent experience. This phenomenon is frequently observed in viral TV reporter clips when unexpected events occur. Despite the unpredictability, the raw and genuine responses resonate with us on a human behavioral level.
With a content playground such as Universal Orlando Resort, there's a chance to tap into this raw sentiment from guests by implementing disruptive activations. These initiatives not only engage guests but also foster brand loyalty, generating authentic content through unfiltered testimonials.
So we set out to do just that and more by creating raw memorable moments with our guests.
Focused on flawless execution and delivering an exceptional guest experience, our strategy was straightforward: lure people to approach a podium surrounded by microphones and surprise them with a memory to last a lifetime. The aim was to extract genuine sentiments about why they love Universal through a comedic lens, ensuring alignment with our brand while enhancing the immersive experience for our guests.
In the initial stages, we observed various ways Universal guests interacted with our parks to capture user-generated content (UGC) and identified high-footfall areas. This groundwork allowed us to set up a step & repeat and podium with the ambiance of an exclusive after-hours production. Collaborating with our internal entertainment team, we cast a diverse group of actors as news reporters, equipping them with clever questions crafted to elicit raw testimonials.
Comedy would serve as the catalyst, capturing viewers' attention while the raw testimonials would deliver a true testament of what it means to experience Universal Orlando Resort.
The video effectively captured Universal's renowned tongue-in-cheek style, garnering over 100,000 organic video views and generating thousands of engagements. It successfully conveyed the overall message within the theme park community that Universal embodies a place where anything is possible.