Thursday, September 23, 2010

Now more than ever, Walt Disney World makes it all about YOU

Disney announced today that they will be starting a whole new campaign, in a move that will both up their social media game and significantly increase how park goers and vacationing families directly affect the Disney image -- here's the official explanation:

"Disney Parks has officially launched “Let the Memories Begin” – our special celebration of family vacations and magical memories. And yes, you’re going to be the star. For the first time, your home videos and snapshots will be featured in Disney television ads and other print and online communications."

Via a new website at, guests can upload videos and photographs of their own Disney experiences and share it with potenially millions of Disney fans and future park-goers. In addition, guests can add content via Disney's Facebook (for Walt Disney World and Disneyland), Twitter, Youtube, and Myspace accounts. Texts and "tweets" will also be uploaded for the world to see. Disney has also stated that the memories could be used for future advertising, including television commercials and print advertising.

And they're not stopping there.

As of January 2011, your in-park experience will get a lot more personal. Every night, photos of that day's memories and experiences will be projected -- much larger than life -- on the wall of Cinderella's Castle at Walt Disney World and at It's a Small World at Disneyland. The photos will be gathered from Disney PhotoPass photographers. While full details have not yet been released, it is expected that as many as 500 pictures will be projected, per day. It is also expected that guests will have the opportunity to not have their PhotoPass pictures shown, of course.

And there you have it, folks. Will you share your memories with the world or do you plan to try to keep them closer to home? The cynical among us could say this is a great way to get a lot of advertising materials at virtually no cost -- User Generated Content (UGC) is a big business, these days. What do you think of it all?


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