Although Disney has been enjoying a cultural and critical reappraisal for some time now, this year has seen a huge surge in its regard. Disney regularly features in my best branded Vines monthly round-up and there are many reasons why.
According to the contest site, a “Disney Side,” is “the side of you that comes out the moment your family steps through the gates of a Disneyland or Walt Disney World Theme Park. It’s the side of you that laughs more, screams more in a fun way and just plain lives life to the fullest. You can see this in the type of content that is shared on the Disney Living Facebook, Twitter and YouTube pages. It’s not always product-driven many of the communications are casual and centered on interacting with fans.
Heavy engagement happens with Facebook, Twitter and YouTube, while we test strategies with emerging platforms like location-based services, Google Plus and social deals platforms. Across Disney on Facebook, for which we manage 267 pages, there are more than 300 million cumulative Page likes. For Disney on Twitter, Disney Interactive manages five major accounts, although more exist across The Walt Disney Company with more than 3.5 million followers. In aggregate, Disney’s presence on YouTube has generated more than 365 million video streams to date. Disney Interactive is launching a new Disney on YouTube experience as well.
The best brand Vines are deliberately lo-fi, because there is no point in spending a lot of money on something that’s only six seconds long. This encourages a huge amount of inventiveness, humour and charm, even from the largest of corporate brands. Vine was used to promote its Vine only competition ‘Vine your Disney side’, where Disney would award the best effort from one of its followers with $10,000. It’s a massive commitment to the fledgling network and shows Disney’s confidence in it.
The true win for Disney was its almost daily commitment in revinig its followers entries.Vine Your Disney Side” also marks the kick-off for “Show Your Disney Side.” The promotional campaign encourages guests to publicly share their personal connections with the domestic Disney Parks using social media, including Facebook, Google+, Instagram, Twitter, and now Vine. Disney fans who use these platforms are encouraged to use the hashtag, DisneySide. Disney is also getting into Digital Comics. Now that Disney owns Marvel, the opportunities to connect with comic book readers of all ages is really enhanced.
Social is a very important mechanism to communicate, share and connect directly with families and Disney enthusiasts. extremely fortunate to be able to offer digital extensions to the magical Disney experiences our guests love. Translating that to social is executed through diligent attention to the types of creative expressions that people are most likely to connect with, whether that be a photo, video or longer form editorial piece.
The Disney Living team put together a special YouTube video showing off the new gowns. The video gives viewers a behind-the-scenes look a new line of gowns ad introduces them to the designer. The video has been viewed more than 1.7 million times, making it the most successful single YouTube video from Disney Living.
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