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Disney's "What Will You Celebrate" Video
http://www.sun7news.com/index.php?code=4uXC250KYU62M59C63sY&CMP=OTC-WWYCOVS1001
MarketingSherpa Summary:
Disney's team created a customizable video to draw more consumer
interest in Disney Parks. The mock-newscast incorporated Flash
technology to add viewers' names to featured places inside the Magic
Kingdom. After the video, viewers were able to enter the name and email
addresses of three friends they'd like the video customized for and
sent to. The campaign paid for itself in a matter of hours.
Agency: Vanksen Group USA
Client/company: Disney Destinations LLC
Brand campaign was conducted for: Disney Parks
Launch date of campaign: December 9, 2008
Target audience/demographic: Children and Parents (mid to high income nationwide)
Campaign Goal:
Create a Web-based viral marketing campaign to engage consumers on a
new and more personal level, raise awareness about celebrations at
Disney Parks as part of Disney's "What Will You Celebrate" campaign, and
motivate consumers to consider a Disney Parks vacation.
Creative:
Viral video with voice and text personalization complete with its own
built-in viral engine. The personalized viral video used a three-step
viral tactic, prompting people to watch, personalize and spread a video
containing text and voice personalization. By running an extra layer of
flash over the video, viewers were given the option to place their
names, or those of a friend or family member, and share a celebratory
experience with them.
Multiple metrics were implemented prior to the launch of the campaign
permitting tracking of all aspects of the invitation e-mails, mini-site
performance, video viewership and spread.
Seed Strategy:
The initial seeding took place within the
Disney family by sending it to 35,000 Disney Parks cast members. From
there, Disney cast members sent the video to friends and family, and
viewers were engaged and enticed to further spread the celebratory
experience to their friends, families, etc., initially reaching one
million unique views in one week.
Buzz Generated:
More than 10,000 blogs embedded the video,
generating more than 4.5 million additional views. 2.5 million of the
4.5 million views from embeds came from social networks such as
MySpace.
Specific (Goal-Related) Campaign Results:
The campaign paid for itself 18 hours and 36 minutes after its launch via direct sales in online bookings.
- E-mail CTR averaged 80%
- More than 8 million video views to date
- More than 200,000 opt-in emails collected
Biggest Lesson:
When you provide people with a fun and
engaging application, they will use it and spread the experience to
others. By giving people a fun and user-friendly tool to engage with
your brand, there is no telling how far they will go in spreading the
message. |
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