CHANNEL YOUR INNER RAT WITH BETC AND DISNEYLAND PARIS
Channel your inner rat with BETC’s app that celebrates the Ratatouille attraction at Disneyland Paris.
For the launch of the Ratatouille attraction at Disneyland Paris, BETC has come up with an integrated campaign as a taster for what they’re calling a “totally immersive experience”.
The “Rat Booth” application is at the centre of the campaign. With your smartphone or your computer, BETC are letting you channel your inner rat with the app’s facial recognition system.
The app has been modelled on conventional photo booths, inspired by previous campaigns by Parisian agency BETC like “Baby and Me” for Evian.
It goes one step beyond and uses an inbuilt facial scanner, allowing people to create their own moving, interactive digital rat avatar. Users can simply look into their device’s camera and your ratty self appears in front of you in seconds.
The app allows you to customise your fur, body type, eye colour, gender and accessories – so you’re ready to create your own rat videos and selfies which you can share with friends and family. The Ratbooth app is also accompanied by a poster campaign, TV spot and online hub.
“What was really important for us is the transformation in the app, that you see yourself and you become a rat,” said Christophe Clapier, digital creative director at BETC. “It’s the same experience as the attraction.”
The attraction’s experience ‘shrinks’ Disneyland goers to down to the size of a rat, surrounded by life-sized buildings, fruits and vegetables, as they make your way through Parisian drains and Chef Gusteau’s kitchen. The campaign aims to offer a sneak-peak into Disney's underground Parisian world, without taking away from the actual ride.
The app is available on platforms including Facebook and iTunes.
4 September 2014
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