Willy Wonka & the Chocolate Factory is one of the most popular movies of all time. It continues to be a fan favorite film because of the lovable story and the thrill of finding a golden ticket. It’s a fantasy everyone has and a fantasy that will soon come to Mickey Ice Cream Bars.
Disney 100 Years of Wonder celebrates the 100th anniversary of the Walt Disney Company, which was founded in 1923, which is where D23 comes from. The celebration will start on January 1st, 2023 and run through June 1st, 2024. This will be a year and a half long celebration full of merchandise and promotions to celebrate. The Disney 100 celebration just got a little sweeter.
Disney will be breaking out their own version of the Golden Ticket as part of their 100th anniversary celebration. Instead of placing them in Wonka chocolate bars, they will be hiding a few Platinum Tickets in Mickey Premium Ice Cream Bars that are sold at Disney World and Disneyland. Platinum is the official color for the Disney 100th anniversary celebration, so it’s fitting that the Golden Ticket is actually Platinum.
There will be a total 10 Platinum Tickets hidden in Premium Mickey Ice Cream Bars that will be sold throughout the 100 Years of Wonder celebration. Anytime someone buys a Mickey Ice Cream Bar at Disney World or Disneyland, they will have a chance to find a Platinum Ticket inside the package and be a winner! You will not be able to find a Platinum Ticket in the Mickey Ice Cream Bars sold in retail stores, only the Ice Cream bars sold in the parks.
Why should you care? The prize! Disney will be giving away lifetime passes to Disney World and Disneyland for those 10 lucky people who find a Platinum Ticket in their Mickey Ice Cream Bar! We recently reported on Disney offering Lifetime Passes, which you can read about ,here. The cost of a lifetime pass for only Disney World will be $40,000, this means the ARV of this new Platinum Ticket contest will be $400,000+!
The Lifetime Pass to Disney World is the main prize for the Mickey Ice Cream Bar Platinum Ticket contest, but it also comes with guest passes. The winners will receive 100 guest passes to go along with their lifetime pass. This allows them to bring guests to the park with them, at least to a certain extent. This is a nice little bonus addition to the main prize, especially because the free Disney guest passes will have the Park Hopper option on them. This is a sweet bonus.
This is a great contest for Disney to host. Mickey Ice Cream Bars cost $6.25. They are the highest margin food item across Disney property. The prize of finding a Platinum Ticket will increase sales of Mickey Ice Cream Bars. On top of that, this is a huge PR moment for Disney and will garner a ton of media impressions. While the retail value of the prizes is high, Disney will make a lot of the money back in additional sales of Mickey Ice Cream Bars, as well as the media coverage from this.
Much like Willy Wonka & the Chocolate Factory we expect there to be news coverage each time a Platinum Ticket is found. With each one found, urgency will increase, and more Mickey Bars will be bought. This is a basic consumer behavior principle and Disney will take advantage of that.
We expect many Disney guests to buy more Mickey Ice Cream Bars due to this amazing promotion. We typically never buy them because $6.25 is way too much for an average tasting ice cream dessert, however, the potential to get a lifetime Disney pass is worth the small purchase. It’s much like McDonalds Monopoly. People buy far more McDonalds during the promotion in hopes they find Boardwalk and win $1,000,000.
Are you excited for the Mickey Ice Cream Bar Platinum Ticket promotion to win a lifetime pass to Disney World and Disneyland? Let us know in the comments below!
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