The Walt Disney Company continues to adjust its digital marketing approach with each new product publicized. Most recently, (Friday November 7th) Disney released its newest animated film, Big Hero 6. The marketing strategy of this movie is particularly noteworthy because it is among the first to use a new digital advertising tool. Disney along with the CW, Activision, Banana Republic, and Lancôme are the first companies to use Instagram video ads to promote their products.
The creators of Instagram (which is owned by Facebook) had been searching for an area in which they could make profit, while also keeping users happy with their online experiences. For six months, they had been testing Instagram video ads, before they were introduced to the public earlier this year. Disney’s first 15 second advertisement promoting Big Hero 6, shows the two main characters taking a selfie.
The digital and increasingly mobile marketing domain is growing daily. Mobile advertising is also becoming a larger piece of many products marketing mix, including Disney products. As Stephen Kapusta expressed during a presentation on Luna Metrics in our Digital Marketing class today, mobile marketing is certainly not going away any time soon. According to his predictions for the future of the marketing industry, increased spending and competition in the digital space are huge factors to consider. Mr. Kapusta also highlighted that mobile advertising has increased by 81% during this year alone. It is inevitable that this industry will only grow to be a more powerful force in the marketing sphere.
In what additional ways do you feel that The Walt Disney Company should be expanding to the mobile market with any of its products? What is your reaction to the Big Hero 6 Instagram advertisement released by Disney?