"If the e-mail involves interactive, personalized messages, they can be fun…that's when they can become "viral" and spread rapidly." - Robert Cascio
Earlier this year Disney created the Disney Interactive Media Group (DIMG). The DIMG came about when Disney decided to merge two of their divisions: Disney Interactive Studios and the Disney Internet Group. DIMG’s main focus will be that of developing and distribution of all Disney-branded Internet and Mobil-Based games. However, they will also dab into other Disney-branded interactive digital media and entertainment, to include all forms of digital interactive platforms.
With the help of DIMG, Disney launched a new promotional campaign that comes in the form of Spam. Now this is Disney I’m talking about, so this is no ordinary Spam…this is Disney Spam. Under the "What will you celebrate?" promotional campaign, the Disney Spam was sent out the morning of Wednesday the 10th of December 2008.
Thousands of people received the email directly from Disney, from friends and family of Disney employees and annual-pass holders, to the scrooges. At first glance, the email seems like another Disney add, until the recipient sees a TV news report with their name in it and then a link to the actual news station’s internet site. Once on the TV news station site, a news report video starts to play. During the news report, the recipient’s name can be found on almost everything with a title, from banners and rides, to song lyrics. If one really listens, they will even hear their name in those same lyrics.
The news report makes it appear that Walt Disney World is having a one-day celebration throughout their park just for the recipient. At the end of the video, the recipient has the option to forward the Spam to whomever they want. All that is asked to make the magic happen for another is the next recipient’s name and email. The Spam takes on a different appearance at the beginning for the new recipient. This time around, it makes it look like the sender found the "news report" and wants the recipient to explain how they got Disney to do it for them.
This is a great move by Disney marketing. The interactive advertisement captures the imagination of the recipient, and then in turn, the recipient passes it on to others to share the experience. Disney marketing is getting others to do the work for them; after the first emails went out, all Disney had to do was sit back and let friends spread the magic to other friends. With even the most minuet percentage of recipients actually purchasing trips, with the amount of hits this will generate, Disney stands to make a bundle.
This is one Spam that I actually enjoyed, and with a happy grin, forwarded it on.
Check it out at http://www.sun7news.com/spread.php
References:
Disney. "What will you celebrate?" Email to Rob Seidle. 10 Dec, 2008.
Disney. "Disney Parks / Pass It On!" 10 Dec, 2008. Walt Disney World Resorts. 10 Dec, 2008.
http://www.sun7news.com/spread.php
Powers, Scott. "Disney hopes e-mail campaign delivers some buzz." 11 Dec, 2008. Orlando Sentinel. 11 Dec, 2008. http://www.orlandosentinel.com/business/orl-disney1108dec11,0,617331.story
2 comments:
I hadn't received this e-mail. I feel sort of rejected by the "mouse." But this type of advertising seems to be the future of the medium. A campaign that has consumers doing all the work without the use of even a postage stamp. Since the cost is so minimal, even if only a handful of people respond, the campaign is a success. It is interesting to see a legitimate company taking a cue from the numerous internet spammers out there.
I think what Disney has done is great. Everybody today is so computer dependent, what better way to advertise then through his or her customers. This is just like word of mouth but cooler. I wish I could have received this email. --CD--
Post a Comment