A couple of weeks ago my cousin who lives in Florida was texting me her plans for her Saturday. I asked her what she was up to and she simply replied: “Today? I’m going to the happiest place on earth”.
Little more was needed to understand what she meant.
Walt Disney was a pioneer in many ways, more than in just creating animated pictures. He was able to envision a world around each story and character, and bring them to life. Their existence did not cease after the last minute of the movie… it lingered on. When it came to a movie, he had an amazing philosophy that centered around three pillars- each picture had to have an interesting storyline, had to develop memorable characters, and last but not least, should represent technological innovation of some sort. Disney’s characters not only serve as a form of entertainment, but also possess a meaning in people’s lives. Each one has a particular quality that makes them a hero in our hearts. But most of all, they bring joy into our lives.
Last Friday, Disney unveiled their latest marketing campaign, “Let the memories begin”, created by the company’s lead agency, mcgarrybowen. It centers on user-generated content sent by customers who have visited their parks and resorts. No actors, but real families that share the magical experience that is the world of Disney. Best of all? You can view by location, theme and even emotion...
The material can be submitted via the official Disney Memories Youtube Channel, as well as in the Disney Parks website, and through the Walt Disney World and Disneyland Facebook pages. A terrific idea generating interaction and a hands-on experience between the users and the brand. And with this welcoming phrase: “Share your favorite Disney memories and they can be featured our next ad.”, what’s not to like? Who wouldn't want that?
The ad’s voice over:
In life, making family memories can be nothing short from incredible. Disney memories are magic things, you can hold on to for all time. Disney memories keep our children young in our hearts for the rest of our lives, and color our tomorrows with the best of our yesterdays. They sing to us whenever we need them to, and dance for us in our dreams. Which is why they are so important. Well, here’s the very best part- your Disney memory can begin this very moment.
The campaign conveys warmth, happiness, closeness and authenticity. It transmits the joy that is the world of Disney and the magic felt in a child’s heart… and in your heart as well. But most of all, it generates sincerity. Children always act and say what they truly feel.
We should never underestimate the power of word of mouth. A good message – your message- will always sound better if it comes from the lips of someone else. It generates more credibility- guaranteed. And even thought it won’t trigger an immediate visit, the campaign will sustain the perception and positioning that the brand has built throughout the years and perhaps elevate it to an aspirational level.
"To all who come to this happy place: -Welcome- Disneyland is your land. Here age relives fond memories of the past ... and here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams, and the hard facts that have created America ... with the hope that it will be a source of joy and inspiration to all the world."
—Walter E. Disney, July 17, 1955 4:43pm
Disney parks embrace you with open arms and make your dreams come true. They are a gateway that brings out the child within you. It’s about the little things… it’s about bringing a smile to those who’s innocence lets them love unconditionally and believe in the beauty of their imagination.
Magic, I tell ya'...