The Kingdom Keepers Initiative
The Story
The Disney Parks are in danger and we need your help to save them. The villains are trying to take over the magic of the Disney parks forever. Uncover, collect, and decipher the clues hidden in a series of Disney mediums and you'll be able to help us find out which Disney Villain is behind this threat. Finally, to discover their plans, this mission culminates in a one-night adventure through the Magic Kingdom where you and your favorite Disney characters join forces to help save the park.
With the help of your toolkit and your friends, use artifacts that allow you to see beyond the unimaginable to uncover the hidden letters that will help you solve the mystery. Join the Kingdom Keepers for an experience full of mysteries, entertainment, surprises, and heroism. The fate of the parks depends on you.
Inspired by Ridley Pearson's books Kindom Keepers, The Kingdom Keeper Initiative is a year-long ARG (Alternate Reality Game) experience.
The Skillset
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Storytelling
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Immersive Experiences
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Event Production
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Idea Pitching
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Narrative Architecture
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Audience Motivations Research
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Understanding Audience Values
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Graphic Design
About this project:
01. Trailer
02. Researching our Audience
Research Goal: Understand Disney park fans' motivations and feelings. What is it about Disney Parks that they love so much? Is there a specific type of persona? How can we use the found personas and the research in order to design an experience targeted toward this audience?
Our team interviewed a variety of different people who love Disney for different reasons.
- Pete Werner: Owner of Disboard
- Brittany Charboneau: Professional Runner, RunDisney
- MK Haley: Former Disney Imagineer
- German Parnell: Former Cast Member
- Tyler Mortensen: Current Cast Member
02. Two Types of Disney Fan
Through our extensive research, we found two types of Disney fans: The Peters and the Wendys.
03. Insights, Rising Problems, and Value Map
05. Designing an experience for the two types of audiences + address rising problems
One of the biggest problems we saw in our audience was that the fans (both the Peters and the Wendys) do not feel heard. They feel like everything that made Disney magical is changing, being taken away, or adding price tags on top. Our experience has a big focus on the guest saving the park. Literally, from villains taking it over, but metaphorically, the guests feel like they've earned some autonomy in getting their beloved park back.
One of the biggest problems we saw in our audience was that the fans (both the Peters and the Wendys) do not feel heard. They feel like everything that made Disney magical is changing, being taken away, or adding price tags on top. Our experience has a big focus on the guest saving the park. Literally, from villains taking it over, but metaphorically, the guests feel like they've earned some autonomy in getting their beloved park back.
What is The Kingdom Keeper Initiative?
Inspired by Ridley Pearson's books Kindom Keepers, The Kingdom Keeper Initiative is a year-long ARG (Alternate reality game) experience where the audience gathers clues throught the year, and then gather for an in-person event to join forces, use the clues, and defeat the challenge.
The Story
The Disney Parks are in danger and we need your help to save them. The villains are trying to take over the magic of the Disney parks forever. Uncover, collect, and decipher the clues hidden in a series of Disney mediums and you'll be able to help us find out which Disney Villain is behind this threat. Finally, to discover their plans, this mission culminates in a one-night adventure through the Magic Kingdom where you and your favorite Disney characters join forces to help save the park.
With the help of your toolkit and your friends, use artifacts that allow you to see beyond the unimaginable to uncover the hidden letters that will help you solve the mystery. Join the Kingdom Keepers for an experience full of mysteries, entertainment, surprises, and heroism. The fate of the parks depends on you.
06. Branding the Experience and Creating Assets
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07. Narrative Architecture and User Flow
