Brief Explanation

The greatest mission for Tokyo Disney Resort at their 30th anniversary was to search for a new experiential value and to attain a higher state to provide "happiness" to all their visiting guests. All the guests take picture when they visit the park. And for that, we developed a camera application called "HAPPINESS CAM" that makes the park visit more enjoyable just by taking pictures. One of our image user of this application was the dads of the family. They use their precious day-off to take his family out to the park, providing family duty without taking rest and because of that, they are tired out. But by taking picture with "HAPPINESS CAM", they can store a happy moments of his family without queuing for the attraction. Dad can feel happy seeing the happy smile of his family on the photos. If dad can be happy and smile, all the family will becomes happy as well. We tried to spread that kind of happiness. For the guests who live too far to visit the park, they can feel and enjoy the atmosphere of the park by taking a photo of their smile using "HAPPINESS CAM". To encourage people's excitement towards our 30th anniversary, we also promoted the event all around Japan using an AR poster dedicated to the application. When you take picture of the poster with the app, Mickey mouse will pop out from the poster, and make you feel as you’re connected with the park. And we also created an in-park only picture effect inside the park for the guests who are visiting the park. By making their commemorative photo a little more special than usual, we made the moment in the park memorable. Three months after the release, "HAPPINESS CAM" has achieved 600 thousand downloads. 28% of the downloaded users has visited the park and enjoyed using the app for picture taking. During this new challenge of Tokyo Disney Land’s 30th anniversary, we managed to produce a new experiential value to the customer starting from before they visit the park, and till after they leave the park.