Minnie Gets Witchy With It

Halloween Time at Disneyland and California Adventure is a beloved limited-time seasonal event. But the parks were facing lagging ticket sales and relying on creative work that was a little… stale. The existing campaign, anchored by Oogie Boogie from The Nightmare Before Christmas, had run its course and was feeling more trick than treat. The park needed something fresh, irresistible, and unmistakably Disney to bring guests back.
Research confirmed what most park-goers already knew in their hearts: Minnie Mouse is an evergreen fan favorite. But she was surprisingly underutilized in promotional efforts. This was our chance to let Minnie work her magic—literally.
Enter: Minnie’s Brewhaha. We reimagined Minnie as a modern-day witch—chic, clever, and casting spells with style. A custom costume was brewed up, complete with fashion-forward details (yes, the sneakers were 🔥). In the TV spot, Minnie stirs her cauldron and casts spells that transform the parks into a fully enchanted Halloween wonderland.
The campaign was supported by a suite of playful social posts, OOH, and digital display work—bringing Minnie’s spooky style to screens and streets alike.
A runaway hit: Halloween Time completely sold out, and the campaign’s social content shattered records. One post alone pulled in 4.5 million views, making it the most-viewed post ever on the Disneyland Park Instagram account.

TV Commercial

Social Magic

With a massive, engaged audience, Disneyland’s social channels are the perfect place to showcase the spooky fun of Halloween Time. We created a series of posts that highlighted everything from characters and rides to treats and attractions—plus gave fans a chance to cast a little magic themselves.

Infinite Zoom

This hypnotic post used a pinch-and-zoom visual loop to dive endlessly into the Halloween fun—characters, rides, food, you name it. A clever trick that captured the treat: spooky fun that never ends. The post racked up 4.5 million views, making it the highest-performing post in Disneyland Park’s Instagram history.

Trick or Treat with the Gang

All of the in-park characters got fresh Halloween fits this year, and we needed a way to show them off with a little more flair than your average costume reveal. So, we sent Mickey, Goofy, and the whole gang trick-or-treating through the park—captured through “doorbell camera” footage. The result? A playful, modern spin on character content that fans loved.

Carving Pumpkins

As a final reminder to visit the park before Halloween Time ended, we wanted to celebrate everything there is to love about the experience—rides, treats, characters, décor. So we brought in the world-famous Maniac Pumpkin Carvers to literally carve those icons into pumpkins. The craftsmanship was next-level, and the post gave fans one last magical nudge to get to the park.

Snap Lens: Minnie’s Magic

To bring fans into the Halloween fun from anywhere, we partnered with Snapchat’s in-house creative studio to develop a custom AR lens. Fans could don Minnie’s witch hat and transform their surroundings into Halloween-decorated Main Street, complete with spellbinding details. A little magic, straight from their phones.

Key Visual

We created a magical hero image of Witch Minnie casting her spell over a Halloween-transformed Main Street. It became a centerpiece of the campaign, appearing across digital display, email, and in-park messaging to set the tone for the entire celebration.

OOH

Across Southern California, a wide mix of out-of-home placements brought the Halloween magic to life—including digital video boards, and even glow-in-the-dark billboards that got their spook on after sunset.