For the Argentinian premiere of the animated movie Zootopia, we developed a dance game where visitors would dance with the same moves and rhythm as Gazelle, a character in the movie voiced by Shakira.
This game, powered by feet sensors and with score ranking, was a Disney activation implemented in three shopping malls in Buenos Aires, Argentina.
Client: Disney
Solutions: Branded Games
When Disney launched the animated film Zootopia in Argentina, the goal was to create an experience that would allow fans to step directly into the world of the movie rather than simply watch a trailer or see promotional materials.
To achieve this, we developed an interactive dance game inspired by Gazelle, the pop-star character from the film, voiced by Shakira.
The Concept
The activation invited visitors to dance alongside Gazelle by following her choreography and matching the rhythm of the music. Similar to popular rhythm and dance games, participants had to accurately perform movements and maintain timing to earn points.
The experience transformed passive movie promotion into an active challenge that encouraged participation from children, teenagers, and families alike.
How the Experience Worked
Participants stepped onto a custom dance platform equipped with foot sensors designed to detect movement and timing.
As Gazelle appeared on the screen performing her dance routine, players were required to:
- Follow the displayed dance moves
- Match the rhythm of the music
- Step on the correct sensor zones
- Maintain accuracy throughout the performance
The system continuously tracked player performance and calculated scores in real time.
Competitive Engagement Through Rankings
To increase excitement and encourage repeat participation, the activation included a live score-ranking system.
Players could compare their results against previous participants and compete for top positions on the leaderboard. This competitive element created natural audience engagement, as friends and family gathered around to watch, cheer, and challenge each other.
The ranking feature also helped increase dwell time around the activation area, turning individual gameplay sessions into a shared entertainment experience.
A Multi-Location Disney Activation
The experience was deployed across three major shopping malls in Buenos Aires, allowing thousands of visitors to interact with the Zootopia brand during the promotional campaign.
Shopping malls provided the perfect environment for the activation:
- High daily foot traffic
- Strong family audiences
- Extended visitor dwell time
- Excellent visibility for brand engagement
The installation attracted attention from passersby while creating memorable moments that connected visitors with the movie’s characters and music.
Technology Behind the Experience
The activation combined several interactive technologies to deliver a seamless experience:
- Motion-triggered foot sensors
- Real-time scoring engine
- Animated character synchronization
- Leaderboard and ranking system
- Large-format display screens
- Audio system for immersive music playback
The result was an experience that felt intuitive, competitive, and highly engaging for participants of all ages.
Why It Worked
Movie marketing campaigns are most effective when audiences can personally interact with the brand. Instead of relying solely on traditional advertising, this activation allowed visitors to become part of the entertainment.
By combining music, movement, competition, and a beloved character from Zootopia, the experience successfully generated:
- Higher audience participation
- Increased brand recall
- Social sharing opportunities
- Longer engagement times
- Strong emotional connections with the film