Viral Marketing- A lesson from Disney

Viral marketing is a natural outgrowth of email, instant messaging and social networking. Its guidelines need to incorporate the new realities of the customer’s mindset, especially as they sit in front of their computer. Here are some things to keep in mind: With the clicking a mouse, people today are in control of the content they take in. Everything has suddenly become interactive as anyone can post comments on a news piece, post videos, share opinions, and blog about anything and everything. Social networking has also taken on a life of its own as people keep up with each other and share content via twitter and other social networking sites. A viral marketing campaign therefore needs to be engaging and fun, so that people will enjoy it and share it with others. Ideally, it should also allow the user to control its content.
Last year, Disney released a viral marketing video “the Online Virtual Storyteller”, as part of their “What will you celebrate?” campaign. It was quite successful and is worth studying as it has all the elements of a well-structured viral marketing campaign.
Building off their 2008, “Year of the Million Dreams” campaign, Disney’s 2009 “What Will You Celebrate?” campaign was a first in Disney history, allowing visitors to any Walt Disney World Resort or Disneyland Resort theme park, free admission on their birthday. Disney branded the campaign rather simply (the first sign of a good campaign) by creating a balloon with Mickey Mouse ears. The Mickey balloons were used everywhere; in the campaign logo, advertising and the theme parks themselves were decked with them. There were also floats of balloons that travel led around the park. They composed a new “celebration” theme song that was used in advertising and played throughout their theme parks. They also created a viral video labeled “the Online Virtual Storyteller”.
Throughout the years, Disney consistently stood on the branded position of being a timeless, magical, fairytale place. In explaining the viral video Duncan Wardle, Vice President of Global PR for Disney Parks, explained, “We believe that our marketing campaigns should be every bit as magical as the storytelling that takes place within our theme parks. They should be immersive, engaging and fun.”
The video worked as follows: A user would receive an email from a friend or contact that directed them to the home page of a replicated news site where they could watch a personalized video featuring a news reporter talking about how Disney’s Theme Park is being dedicated to one person for the entire upcoming year. As the user watched, they would discover that they were actually that person. They would see their name on a banner over Main Street USA, attractions renamed in their honor; food carts wheeled around with their names on it, and finally see their name featured in the Park’s nightly fireworks. The name changes appeared very realistic. After viewing the news video, the user is directed to a page where they can customize the video for their friends and family. They enter their friend’s details and then select a celebration from a drop down box. Depending on the celebration selected, the video would change messages at the aforementioned points. After entering this information and hitting SEND, the user was directed to the “What Will You Celebrate” landing page on the DisneyParks.com site where they could learn more about the actual campaign, purchase Disney celebration paraphernalia, and view special “celebration vacation” offers. The initial seeding took place within Disney as it was first sent to Disney Parks 35,000 cast members. Here are some of the main features:
· The name of the campaign, “the Online Virtual Storyteller” was an attempt to distance itself from being called “viral” which has a negative connotation.
· The customization of the video allowed a sender to show a receiver they are thinking of them and did something they’ll appreciate and feel special about.
· The sender was in control of the process, customizing the video and sending it to their friends or family.
· Seeing one’s name in a news video all over the Disney Theme Park has a “wow” factor (even though its only imaginary), crucial to facilitating viral videos getting passed along.
· The idea of having the Theme Park renamed after you ties into and reinforces the fantasy and magic of the Disney theme parks. The park named for you, in honor of a celebration, connects with the “what will you celebrate” campaign.
· Senders further engaged with the brand and a call to action was made, when they were asked after sending the video if they wanted to purchase celebration paraphernalia or begin booking their “celebration vacation”.
The results were impressive:
· More than 10,000 blogs embedded the video.
· The campaign paid for itself 18 hours and 36 minutes after its launch through direct sales in online bookings.
· E-mail click through rate averaged 80%
· T he video was viewed more than eight million times
· More than 200,000 opt-in emails collected

The lesson is that although viral marketing is a relatively new form of marketing, and requires adaptation to the realities and psychology of online marketing, it still needs to embrace the old rules of reinforcing the brand image, relating to the targets present mindset, being goal oriented and having a call to action.

Yaacov Weiss is a brand strategist and founder of Tug branding, in Lakewood, NJ. If you’d like Yaacov to position your business, call 732-276-6432. You may also email Yaacov at yaacov@tugbranding.com.