O'Donnell, Dean Michael
Walt Disney Imagineering
Disney's California Adventure Park will soon undergo a series of construction and renovation projects to re-theme content and introduce new attractions to Guests. Walt Disney Imagineering (WDI) is working to counter the expected lull in construction-period ticket sales by marketing the park in new ways. We were tasked by WDI to design and prototype an alternate reality game (ARG) that could determine the viability of cross-media marketing projects in generating excitement for the Park. This report describes our development process and provides a series of recommendations to WDI for future Disney-themed ARGs.
Worcester Polytechnic Institute
Interactive Media and Game Development
Major Qualifying Project
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Humanities and Arts