THE UOAP BUTTON PROGRAM

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THE STRATEGY

To develop content/collectibles unique to Annual Passholders that would be distributed in the parks to drive visitation. The goal was to incentivize Annual Passholder visitation YOY, thus increasing engagement, brand affinity and propensity to renew.

 

THE IDEA

To create unique Universal Orlando branded buttons, in a cohesive ongoing campaign, that Annual Passholder’s will proudly wear, boasting their AP affiliation and insider knowledge.

 
 

I lead a team of talented writers and designers over two years developing this very successful and rewarding program for Annual Passholders. I have designed and illustrated many of the buttons myself and art direct the creative on others. We saw this program’s success grow significantly over two years. Seeing the social conversation, Passholder button related memes, Passholder initiated trading, and the long lines at button pick-up locations was extremely rewarding.

 
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THE UNIVERSAL ORLANDO PASSHOLDER ANTHEM

We are the UOAP family. We're the insiders. The super-fans. We’re thrill-seekers but we’re not just adrenaline junkies. We’re Universal regulars, but not your average park guests. We know our way around and we know exactly when to hit the red button. We’re the single riders, the group picture pros, the concert-goers and the secret-song experts. We don’t just get in. We belong.

 

THE PASSHOLDER RESPONSE