The key objective was to create an aspirational interactive experience to support the season 3 launch of

Phineas and Ferb on Disney Channel.

The aim was to give kids the tools to create a unique piece of content that would be shared with the broader community,

to create noise, drive affinity & raise awareness of Phineas and Ferb to a wider audience.

To help drive engagement a daily competition was introduced to encourage participation & create a sense of urgency

Overview

Kids were asked to create their own 30 second ‘mission’ taking Perry on an adventure with a traditional story arc - beginning,

middle & end, where they decide what happens.

You could select from over 120 clips which could be dragged & dropped into a timeline. Multiple transitions, EFX & sound

tracks could then be added to help complete the story.

Kids then had to share their clip with their friends and get the most views on the website before midnight. The clip with the most views each day for a month won the mission of the day.

The Mission...

The creator tool was intuitive and fun to use. A simple drag & drop method was applied and kids could easily

edit & move clips along the timeline as they

built their storyTo help guide kids, the clips were organized

into multiple categories along with Intro &

outro sections

Once the mission had been created & posted, the clip automatically appeared in the daily

gallery, with a countdown clock reinforcing the

urgency to get as many views as possible before the clock counted down.

Each Mission had its own URL link that kids should share with their friends. You could also search manually for

your mission

At the end of each day, for 30 days, the mission

with the most views automatically won the ‘Mission Of The day’ and appeared in the

Winners Gallery

34,500 ‘Mission’ clips were created, which were shared and viewed over 300,000 times collectively.

Traffic to the Phineas and Ferb website increased 120% during the campaign & was the most requested content for Disney

Online during the month

The campaign also created a huge amount of noise & buzz across social media sites which was driven by the urgency of a daily contest. Messages were posted across Facebook & Twitter, with kids sharing their link with the broader community, urging

everyone to get involved & view their clip before midnight, which helped drive increased traffic to the site.

Results