Guardians of the Galaxy: Mission Breakout

To announce Marvel’s first major attraction at Disneyland, we let one of its most iconic characters do what he does best: hack the system. Rocket Raccoon broke into everything he could to get the message out, calling on fans to help the Guardians escape the Collector’s fortress. Rocket showed up everywhere fans would least expect him, turning the launch into a living story that felt impossible to ignore.

Case Study

Disney Commercial

Rocket hacked as many screens as he could. Click a few to feel the takeover.

Stadium Jumbotrons

ABC Jimmy Kimmel Live

Twitter / X

Internet

Movie Theaters

Facebook Header

Gas Station Pumps

Live TV

Instagram

The “hack takeover” spread across screens, spaces and social feeds, transforming the campaign into a cultural moment and delivering a staggering 1.5B impressions. Press coverage went viral too with over 5M shares. On opening day, the attraction drew a seven-hour wait, proving the concept: when the story breaks out, people show up. Even the die-hard fan community gave it props, amplifying the takeover as if it were part of the story.

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