Merlin Entertainments worked with Jaywing to create a website for their latest attraction, Shrek’s Adventure! London. Jaywing tell us about the project
For over nine years, we’ve worked with Merlin Entertainments to create great online experiences that support attraction ticket sales and drive conversion. We were delighted to partner with Merlin’s latest London attraction, Shrek’s Adventure! London and DreamWorks Animation to create a website that would communicate clearly the immersive, storytelling nature of the attraction and support ticket sales in the run-up to the opening on 1 July 2015 and beyond.
By taking a mobile-first approach we ensured the experience was device agnostic and the site accessible to all. This allowed the depth of the experience to come through on all devices, without impacting page load, helping to maximise conversion.
The site needed to be live three months before the attraction was near completion, so deciding how we could create an experience that was highly creative, but with extremely limited assets was a challenge. To bring this extraordinary experience to life online, we created a user experience and creative design that reflected the storytelling nature of the attraction and that showcased some of DreamWorks most loved characters, delivering a site that is not just functional, but incredibly good fun too.
We created innovative ways for the content and characters to respond to more sophisticated browsers and devices, protecting the integrity of those characters, and supporting the attraction’s key brand themes, including ‘fun for all the family’.
The site is built using the Umbraco content management platform, integrating with the Merlin ticket systems for purchase. We work with the Merlin IT team to ensure that the full purchase journey is tracked from start to finish, which in turn feeds into a development program of regular change to continually maximise conversion.
We have been informed that the client is extremely pleased with the website, but results are currently confidential due to an agreement with the client. However we are continuing to work with the Shrek’s Adventure! London team to grow and enhance the website and optimise the user experience as the attraction continues to gain popularity.