The Pirate Discovery application was the official mobile application for Jerry Bruckhiemer's blockbuster movie "Pirates of the Caribbean 4: On Stranger Tides" starring Johnny Depp, Penélope Cruz, and Geoffrey Rush. The application, available on a variety of smart phones and tablets, offered a technology-driven film experience based on mobile engagement and provided access to content and trailers, show times and tickets, and Pirates of the Caribbean related social network feeds and web sites. In addition, the application featured a compelling points and rewards program designed to generate excitement and drive user engagement.

The points-and-rewards program, called The Quest for the Fountain of Youth, was based on varying levels of consumer interaction with the film's characters and storyline; deeper engagement yielded more valuable rewards for highly desirable behaviors like sharing film content with friends, purchasing movie tickets, and visiting retail locations. The application also introduced video identification technology that gave consumers the ability to earn points by identifying select film content on the official web site.

The application included robust analytics capabilities that provided stakeholders visibility into key performance metrics. Data available included application downloads by device and operating system, page views, content downloads, Quest for the Fountain of Youth participation, award redemptions, and a variety of other relevant statistics. Analytics data was available via intuitive web-based dashboard that presented data graphically and enabled users to quickly identify important trends.

The Pirate Discovery application was part of a comprehensive marketing campaign that consisted of multiple elements designed to drive awareness, downloads, engagement, and the teaching of new behaviors.

Activated in conjunction with the official premiere of the film at Disneyland in Anaheim CA, the Pirate Discovery application extended the excitement of the premiere experience to consumers at home via a live video stream from the event that featured introductions of the film's stars, live music, and numerous scenes from the film. The application launch was also supported by an extensive social media campaign that leveraged multiple channels including Facebook, Twitter, and YouTube to drive awareness and buzz for the application.

The application was designed so that users could choose the level of engagement they wanted – from reading the film synopsis and character bios to actively participating in the Quest for the Fountain of Youth rewards program. Users choosing to participate were rewarded for interacting with the application at a deeper level. Engaging in more desirable behaviors such as identifying a movie trailer with the VideoID feature or checking into a retail location earned rewards more quickly and introduced consumers to new technologies.

The Pirate Discovery application was downloaded more than 37,000 times within the ten-week program period (April 20th through June 30th 2011) and had over 890,000 page views. Pirate Discovery application downloads were 68 percent higher than comparable film-related programs. The campaign received 4.6 million media impressions with a media value of more than $700,000. Thousands of prizes were awarded to Quest participants including exclusive Disney digital concept artwork, Pirates of the Caribbean bandanas, and movie posters.