The Walt Disney Company uses social media contests to attract fans and increase enthusiasm. By promoting online connections through social media, the company is really establishing stronger bonds of brand loyalty and connectedness with their customers. As David Meerman Scott relates in his book, it is critically important in such a digital age, for companies to get connected through social media. There are no charges to get connected in this way, and with increased brand recognition, higher brand authority, and the opportunity for customer insights, there are really no downsides to social media application.
Through social media, the Walt Disney Company has also become very invested in contests and sweepstakes programs to further involve customers. For example, this year, Disney launched a “Show Your Disney Side” contest. Using the hashtag #disneyside on all social media outlets including Facebook, Twitter, Vine, and Instagram, individuals were chosen to be featured on the Disney Side Website.
Disney Examiner articulates that Disney Side is, “a place where guests get to show off their crazy, fun, cheesy, and happy times while living in their Disney dreams. They’ll be able to do that by sharing those moments on social media because that’s where most people (especially Disney fans) are nowadays as seen in the massive amount of moments that are already shared there. The fact that Disney is already making their following and guest engagement stronger through social media plans like these are really appreciated by people like us because we believe no one will know their Disney side until they see yours!”
Through this social media contest, top candidates had the opportunity to win Disney Parks Vacations and even cash prizes. Using incentives such as these, The Walt Disney Company is really drawing customers in through social media and ultimately benefiting from the promotional effort. An additional nationwide competition Disney participated in was the Cheer on Your Disney Side campaign promoting ESPN. Again, using these online social media sites to promote such contests are benefiting the company at large tremendously.
Some of the benefits of social media contests discussed in Professor Sweet’s class include the following:
– Contests connect with consumers
– Consumers get something for nothing
– Companies earn Quid Pro Quo (something for something)
– Represent real engagement
– Pro-sumer opportunities (producer and consumer)
– Surprising creativity
– Contextualized to various SM platforms
– Contests reveal:
○ Social media as communication platform
○ Social media as testing platform
○ Social media as recognition platform
By employing social media contests such as that which is presented above, The Walt Disney Company is using its’ digital footprint wisely. Through contests, Disney is building up brand loyalty in a way that is current and in line with the modern times.
What are some suggested contest or sweepstakes ideas that huge companies such as The Walt Disney Company might consider pursuing? In what ways do you feel contests help consumers to feel more connected with an institution?