DISNEY'S THE LION KING MUSICAL VOICE CAMPAIGN
Disney's The Lion King partnered with us to create a Smartspeaker Experience that brought The Lion King musical into fans' homes. I led the production of this immersive voice experience that combined trivia, behind-the-scenes content, and seamless ticket booking functionality.
Role
Producer
Agency
Dewynters
Disney
The Lion King Musical
Alexa
Challenge
Disney needed a way to engage Lion King fans beyond the theatre experience while driving ticket sales. The challenge was creating a voice experience that captured the magic and emotion of the live production through audio alone, while providing practical functionality like show information and booking capabilities.
The skill needed to appeal to both longtime fans and newcomers, balancing entertainment with utility.
Results
Successfully launched an Alexa Skill that extended The Lion King's brand presence into the smart home, providing fans with an engaging way to connect with the production between theatre visits.
The experience demonstrated how voice technology can serve both entertainment and commerce objectives, creating a seamless path from engagement to ticket purchase.
Audio Experience
Process
Voice Experience Design: I designed a multi-layered experience that allowed users to explore The Lion King world through different paths - trivia questions, jokes, behind-the-scenes facts about the production, and practical information about showtimes and tickets
Content Architecture: Working with the client, I structured the content to provide value across multiple use cases: fans wanting to relive their favorite moments, parents introducing children to the show, and potential ticket buyers researching the production.
Platform Integration: I oversaw the production of ticket booking functionality within the voice flow, ensuring users could seamlessly transition from going backstage to purchasing tickets through voice commands and a link to phone.
Testing & Certification: I managed the Amazon certification process and coordinated with Disney's marketing team to time the launch with their promotional calendar.
Analytics & Optimisation: We mplemented comprehensive tracking across all user interactions - from trivia engagement to ticket inquiry conversions. By analysing weekly performance data and user drop-off points, I optimised the experience flow and worked with the media supplier to shift ad spend toward time periods that drove the highest quality traffic and ticket purchase intent.
Conclusion
Disney's The Lion King Musical Experience proved that iconic entertainment brands can leverage voice technology to deepen fan connections while driving business outcomes. By balancing immersive storytelling with practical functionality, we created an experience that served both brand-building and conversion goals.
The project showed how voice can complement traditional theatrical marketing, creating always-available touchpoints that keep productions top-of-mind between visits.
