Disney taps user-generated content for new multichannel marketing campaign
Published September 27, 2010
Hoping to reach the hearts of families, Disney is offering consumers a peek at memories created by guests to its theme parks through a new multichannel campaign.
As BrandWeek notes, the initiative marks the first time the company is culling user-generated media to bolster its marketing efforts. Disney hopes the homemade footage hits home with consumers because the participants are real people, not paid actors.
"The inspiration for this effort came from our guests. Each and every day people are making memories at our parks, posting them online and sharing them with friends and family," Leslie Ferraro, executive vice president of global marketing at Disney, told BrandWeek.
The campaign will use photographs in print ads and video footage in television spots and online components. Additionally, Disney is encouraging more consumers to submit content via its social media pages.
A growing number of brands are turning to user-created content for their multichannel marketing campaigns. For example, Pepsi recently announced its upcoming Super Bowl commercials will be generated by fans. The creators of selected advertisements could win up to $5 million.