A decade of magic. Brought to life.
10,000+
user-created videos across social
Cast
members actively sharing and participating
City-wide
moments triggered across NYC placements
Disney’s Aladdin 10th anniversary AR celebration
To celebrate 10 years of Aladdin at the New Amsterdam Theatre, Disney partnered with Playbound to create an AR experience that fans could step into. Built to be immersive, shareable and city-wide, the activation blended social filters with real-world magic across New York.
Client
Disney
Industry
Theatre
The challenge
An anniversary of this scale needed more than a static tribute. Disney wanted fans to participate, not just observe. The experience had to feel magical, live natively on social, and extend beyond the theatre into the real world. It needed to spark sharing, create buzz and celebrate Aladdin in a way that felt fresh and interactive.
The Solution
Playbound created a dual-layer AR experience that lived across social and physical touchpoints. A shareable social filter let fans have the genie’s magic trail swirl around them using the selfie camera. An image-tracking activation allowed users to scan the theatre programme, posters and billboards to see the iconic magic wrap around the Aladdin logo in back camera mode. Carefully optimised to preserve sparkle and fluid motion within platform limits, the experience delivered seamless performance while keeping the magic intact.
