Walt Disney Parks and Resorts is using UGC in its recent “Let the Memories Begin” campaign. (http://mashable.com) Since January 2011, visitors of Disneyland and Disney World can submit photos and videos of their experiences at these theme parks on YouTube, Facebook, MySpace and DisneyParks.com/Memories, which Disney incorporates in advertisements and promotions. The purpose of this campaign is to remind individuals of their good memories at the Disney resorts so they will pay another visit. Disney has also incorporated this content into the theme parks themselves; at Disney World in Orland, for example, guest photos are projected against the spires of the Cinderella Castle. At Disneyland, these photos show up on the façade of the “It’s a Small World” ride.
This form of UGC is a terrific idea from a marketing perspective. Not only does it remind visitors of their magical experiences at the parks and resorts, but viewers can connect better with footage from real families and friends. Like many forms of UGC, this campaign has fundamentally altered the way Disney reaches audiences. It has also blurred the line between profession and non-professional media. How else do you think the travel and hospitality industry could employ UGC?
The website for the “Let the Memories Begin” campaign can be found here.
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