Disney announces new promotional campaign for 2011 - starring theme park visitors
Published: September 23, 2010 at 9:45 AM
The in-park highlight of the campaign will be a nightly musical presentation at both Disneyland and Walt Disney World's Magic Kingdom, where Disney will project photos of park guests onto Cinderella's Castle (in Florida) and it's a small world (in California).
Photos = memories. Get it? :-)
The details, from Disney's press release:
In both locations, Disney PhotoPass photographers will capture guests caught up in the Disney experience – a memory in the making – and as many as 500 photos will be used in each location every day, producers estimate.
The nighttime show will use the latest in high-intensity projection technology to create vivid visuals that seem to defy the architecture of the building. A new song commissioned for the show will provide an emotional context for these images of the Disney guest experience.
No word yet on schedules for the shows, though Disney says they will begin in January.
Disney also is asking fans to submit photos and videos of their Disney theme park visits for possible use in Disney's TV and online campaigns. The website to submit and view the photos and video will be www.DisneyParks.com/Memories.
If that part of the campaign sounds familiar, SeaWorld did something similar a few years back to collect visitor photos for use on SeaWorld's website. SeaWorld, though, offered free tickets and other goodies to visitors whose photos where selected for use online. I've heard no word yet from Disney whether the folks whose videos or photos are used prominently within this campaign will get anything in return from the company, other than some pretty sweet bragging rights.
That said, from an initial glance it appears that Disney's campaign is much more aggressive in scope on the Web side of things than SeaWorld's. Instead of collecting a few photos for illustrating the main Disney theme park websites, Disney looks to be creating a sort of "Disney Facebook Lite," where people can publish photos and videos for all other Disney fans to see (once Disney approves them, of course). So it'll become a huge archive of in-park media, rather than a handful of promo photos.