Recruiting players with geo-fencing pop-up messages.
Agent P’s World Showcase Adventure, Epcot
© Disney
How do you turn a push notification into a top-secret mission?
PROJECT OVERVIEW
The Epcot team had a top-secret mission: recruit new agents for Agent P’s World Showcase Adventure.
The goal was to create an engaging way to introduce guests to the experience and encourage them to join the adventure through the My Disney Experience app. The communication needed to feel playful and inviting while fitting naturally within the world of Agent P and Phineas and Ferb.
Working with the Epcot producer and the My Disney Experience team, I helped develop the storytelling and creative approach for the recruitment campaign—turning a simple call to action into an invitation to become part of the mission.
DESIGN CHALLENGE
Agent P’s World Showcase Adventure needed a way to capture guests’ attention and encourage them to join the experience through the My Disney Experience app. The challenge was to communicate the practical information guests needed while keeping the playful, mischievous spirit of Agent P and the world of Phineas and Ferb.
The solution needed to work across digital touchpoints while making the recruitment process feel like the beginning of an adventure. The goal was to turn a simple invitation to participate into a mission guests would actually want to accept.
MY ROLE
Writing & Story Development: Led the storytelling and copy development for the recruitment campaign, creating a playful Agent P-inspired voice that made each message feel like part of the mission. Developed the narrative, messaging, and calls to action, balancing humor and character with the practical information guests needed to join the adventure.
RESULTS & IMPACT
Created a series of playful, in-character pop-up messages delivered through the My Disney Experience app, using Dr. Doofenshmirtz’s voice to recruit guests into the Agent P mission.
Used geofencing to trigger messages based on guests’ location within Epcot, turning the app into a top-secret communication device and connecting the digital experience to the physical park.
Increased recruitment of new agents, giving more guests an opportunity to participate in Agent P’s World Showcase Adventure.