Disney Makes Social Media the Centerpiece of Theme Park Ad Campaign

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[url=http://www.youtube.com/watch?v=A_QA0uC2U0Y&feature=player_embedded#ws]Disney Parks -- Disney Vacation Memories[/url]

Walt Disney Parks and Resorts is using user-generated content at the centerpiece of its new “Let the Memories Begin” campaign.

By re-purposing user-submitted photos and videos from entertainment and resort venues, Disney is hoping to craft a campaign that helps recapture the good memories individuals have of going to Disney World or Disneyland.

Television ads will start airing this week. For future advertisements and promotions, Disney is asking users to submit their own memories online using YouTube, Facebook, MySpace and DisneyParks.com/Memories. Beyond the advertising campaign, Disney will begin to incorporate family memories into its theme parks with its “Let the Memories Begin” nighttime experiences starting January 2011. At Disney World in Orlando, guest photos will be projected against the spires of Cinderella’s Castle in the Magic Kingdom. At Disneyland, the backdrop will be the “It’s a Small World” facade. Producers are estimating that as many as 500 photos will be used at each location each day.

From a marketing perspective, using user-generated content is absolutely brilliant. What better way to get people to visit the parks and resorts than to remind them of the magic of the experience? Not only does it make the end products more compelling and heartwarming, but it’s a great way to get individuals to reflect upon their own Disney-flavored memories.