Donald Duck Goes Mobile

Linking Print and Digital Media with 2D Codes Brings New Dimensions to the Walt Disney Universe.


In September 2010 the Danish publisher of Walt Disney’s Donald Duck weekly magazine published a special edition featuring a visit to Denmark by Donald and his nephews Huey, Dewey and Louie Duck.


The Duck family not only get to meet the Danish monarch, the prime minister and a trash TV celebrity: the nephews have a smartphone and Donald quickly gets the hang of using it in new and imaginative ways.


With 2D codes interspersed throughout the storyline, readers had the opportunity to scan the codes and be linked to sound and animations enriching the print narrative, including the prime minister’s answering machine and the cartoon Huey, Dewey and Louie watch in the back seat of the government leader’s car.


The unusual and highly innovative initiative was a first, successful step in Egmont Serieforlag’s strategy to integrate print and digital media, taking the phenomenon beyond its traditional marketing platform and bringing it into an extended universe of experiences.


2D codes have never previously been used in media for children and the publisher is pleased with the result which added value to its product and brand while generating extra press coverage.