Experiential / Comic-Con

Haunted Mansion

A custom fleet turned free rides into an immersive extension of the Haunted Mansion experience.

ClientWalt Disney Studios

EventSan Diego Comic-Con 2023

DurationJuly 19–23, 2023

Fleet10 custom Doom Buggies

01 / The challenge

THE BRIEF

With talent-led promotion constrained during the 2023 Hollywood strikes, Disney needed a distinctive way to build excitement for the film during Comic-Con without relying on the usual celebrity appearances and panels.

02 / The concept

THE BIG IDEA

Bring the attraction to the street. Ten custom Doom Buggy shells transformed electric pedicabs into a moving Haunted Mansion experience, complete with blue lighting, film branding, and illuminated release-date signs.

03 / On the street

THE EXECUTION

The fleet offered complimentary Gaslamp rides throughout Comic-Con. Costumed Hitchhiking Ghost actors surprised guests along the route, while branded crew, posters, music, and line management carried the story beyond the vehicle itself.

Custom Haunted Mansion Doom Buggy pedicabs in the Gaslamp Quarter

A Hitchhiking Ghost actor greeting Haunted Mansion pedicab passengers

Illuminated Haunted Mansion Doom Buggy pedicabs at night

Industry recognition

WHY IT WORKED

The activation earned organic fan and media attention and was named a 2024 OBIE Award Finalist in the Experiential (Physical Presence) category.

10custom Doom Buggies5days of activation2024OBIE Award Finalist

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