Archive for Disney Interactive

Captivating Contests for the Creators of the Mouse

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?

Digital Disney Dominates

When it comes to knowing how to best serve your customers, the Walt Disney Company is on the top of the list.  Through all of its mediums of family entertainment including its theme parks, consumer products, and interactive online sites. The Walt Disney Company continues to outshine its’ competitors when it comes to customer service and staying up to date, producing the highest quality consumer experiences.

In 2012, Walt Disney World released their “My Disney Experience” website and mobile app.  This innovative and efficient new addition to the Walt Disney Company has since received countless praises.  The website and app enable families planning and enjoying their vacations to view current attractions, character greeting times and locations, restaurant menus and reservations, ride wait times, and more.  The GPS enabled app also allows users to navigate Walt Disney World efficiently and select or modify their “fast pass” experience.

Along with the website and phone app, the Walt Disney Company has released Magic Bands for each customer visiting the Walt Disney World Parks.  These GPS enabled, waterproof, colorful, all-inclusive wristbands serve as your hotel room key, admission to Disney theme parks and water parks, fast pass entrance, Disney photo pass, and credit card connection at dining and merchandise locations.

These new releases relating to a Walt Disney World vacation experience, are all ways in which the company is connecting more with customers and serving their needs directly.  Disney saw families frustrated with keeping track of all kinds of tickets and passes, long wait lines, and planning their trips.  They innovatively came up with solutions, in keeping with their core competency, that serve their customers even more completely.

These digital additions to the 91 year old company are vitally important to its’ continued success in an increasingly digital world.  The Walt Disney Company is staying on top of its marketing engagements by finding avenues, such as “My Disney Experience” to interact with consumers and let them be in charge of their own experiences.  This form of mass customization is similarly imperative to its continued marketing strategy.

In what ways do you think that The Walt Disney Company might increase its digital focus even more entirely to engage in its’ youngest generation of consumers?

Disney Follows Digital Movie Trends

The Walt Disney Company recently released a new way for consumers to purchase Disney movies in the spring of 2014.  Disney Movies Anywhere is a free service that users connect with their iTunes accounts to purchase and view Disney movies on their TVs, computers, or mobile devices anytime.  This opportunity to build up a digital movie collection as opposed to buying and storing traditional video tapes or DVDs, is the newest way in which Disney fans, can connect with their favorite movies.

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Bob Iger, Disney’s current chief executive is on Apple’s board, which enabled both powerhouse companies to connect in this way to develop Disney Movies Anywhere.  This additional consumer experience option, is certainly an effort to increase movie sales as well as stay current in this increasingly digital age.  News-Journal.com records that “selling digital movies is three times more profitable for studios than renting one.”  Disney, Pixar, and Marvel films including The Incredibles and Frozen are available on Disney Movies Anywhere.

Accompanied by Disney Movies Anywhere is the Disney Digital Copy.  Disney Digital Copy enables consumers who have purchased Disney Movies in DVD or Blue-Ray format to also enjoy a digital version of their movie.  Digital DVD Copy connects to consumers’ online movie collections on Disney Movies Anywhere through their iTunes account.

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These two very modern developments in The Walt Disney Company, have enabled this 91 year old company to continue to be prosperous in their core competency.  While remaining true to their origins in the family entertainment industry, the Disney Company has proven it can also change with the modern trends.  This is extremely important in this time of such a significant change to the digital marketing realm.  As David Meerman Scott outlines in his book, if companies do not have their eyes open to the changes in marketing and public relations around them, they are losing customers quickly.

With its continued developments on the digital side of things, The Walt Disney Company appears to maintain its unstoppable position in today’s society.

Disney Triumphs Over All Social Media Platforms

The Walt Disney Company is ranked number 2 on today’s global social media chart according to Starscore.  The powerful company has fans all over the globe who love to share their adoration for Disney online!

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The Walt Disney Company has:

  • 7,210,044,895 views on YouTube
  • 188,197,664 fans on Facebook
  • 23,245,945 followers on Twitter
  • 3,210,485 fans on Instagram
  • 3,237,995 fans on Sina Weibo
  • 1,734,083 fans on Google+
  • 90,038 fans on Renren
  • 173,861 fans on Mixi
  • 153,068 fans on VK
  • 481,605 fans on Tencent Weibo

disney twitter

On Starscore’s brand chart, The Global Walt Disney Company ranks as Number 1 above Nescafe and Movieclips Trailers.  These startling statistics prove that The Walt Disney Company must really be doing something right in terms of social media platforms.

So what is Disney doing in the digital world that attracts such overwhelming amounts of followers on the web?

  • On Twitter and Facebook, Disney claims to be committed to 2 main principles which are: “reach families and Disney enthusiasts and share content that our guests are compelled to talk about and share.” (Digiday)
  • “Disney Interactive, social media outreach is all about connecting with Disney enthusiasts in an entertaining way.” (Digiday)

In short, The Walt Disney Company is content marketing to its target audiences by engaging them in social media outlets in which they enjoy participating.  By sharing the latest developments in the Disney Company, at specific times and through social media platforms, Disney productively occupies the online network.

Disney App takes on Open Waters

On September 7, 2013, The Walt Disney Company introduced the Disney Cruise Lines Personal Navigators iPhone App.  This digital application for iPhones has proven to be a terrific addition for Disney Cruise Line guests on each of its’ four fleets.  This app provides the entire itinerary of what is going on onboard for any given day at sea.  The app is free and can be used onboard through complementary DCL-Guest-Wi-Fi-Network.

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The Disney Cruise Lines Personal Navigator is typically the documentation physically dispersed to guests each day, outlining the events of the day including: movies playing, show times, dining options, drinks of the day, character appearances, etc.  In order to make the most of every day on board, families tend to always have a Personal Navigator in hand.

With the addition of the new Personal Navigators app, individuals can instead simply make sure they always have their cell phones on hand.  This digital transition is consistent with David Meerman Scott’s New Rules of Marketing and PR.  Scott emphasizes how important it is for businesses to adjust to the transformation in communication patterns to the digital market.  The Walt Disney Company is proving their modernity by making this change in their Disney Cruise Line communications policy.

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Furthermore, the digital Disney Cruise Lines App offers guests the option to highlight favorite activities offered and request reminders for such events.  This additional offering is another way in which The Walt Disney Company is working to improve its marketing strategy to transition with the increasingly digital age.

Today, both the concrete and digital versions of the Disney Cruise Lines Personal Navigators are available to guests. Do you think eventually only the digital edition will remain?  Or will Disney Cruise Lines continue to offer both the concrete and digital Personal Navigators for each generations of their guests’ convenience?

Disney Interactive Intends to Intimidate

David Meerman Scott’s New Rules of Marketing and PR includes, “People want participation, not propaganda” (Scott, 46).  This is referring to the shift from interruptive, passive marketing to fresh and interactive marketing of today’s digital market.  The Walt Disney Company abides by this rule, and has developed an entire department to do exactly that.  With the additional division, the organization intends to intimidate competitors with its online interactive presence.

The Disney Interactive branch of The Walt Disney Company focuses on creating shared content for all of its’ digital media platforms.

disney interactive

“Disney Interactive is one of the world’s largest creators of high-quality interactive entertainment across all current and emerging digital media platforms. Products and content released and operated by Disney Interactive include blockbuster mobile and console games, online virtual worlds, and No. 1-ranked web destinations Disney.com and the Moms and Family network of websites.” (http://thewaltdisneycompany.com/about-disney/company-overview)

An example of this interactive online experience is the online magazine, Babble.  (http://www.babble.com/ ) This website allows young parents to connect with others and engage in blogging about similar child-raising experiences.  It is an interactive outlet that caters directly to the young parents of today.

babble

Scott’s rule about customer participation proves to be extremely applicable to Disney, in the sense that they have tried to engage in the digital market in order to stay current and accessible in a changing world.  Unfortunately, this rule does not seem to be growing and providing as much as one would expect for The Walt Disney Company.  While Disney Interactive is still a very small sector of The Walt Disney Company, the gaming and web division has been a continued drain to the overall organization. (http://www.nytimes.com/2014/03/07/business/media/disneys-game-and-internet-division-cuts-one-quarter-of-its-workforce.html?_r=0)

Do you think that Disney Interactive is a necessary addition to The Walt Disney Company? Or is there a better outlet for the organization to connect with the online market and interact with its consumers?