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Disney’s Virtual Storyteller: Duncan Wardle Explains

 

Posted on December 12, 2008
Thierry Daher

 

Today we have a special treat for you: an interview with Duncan Wardle, Vice President of Global PR for Disney Parks, in which he allows us an insight into Disney’s world and its approach to web 2.0 marketing. Enjoy the read!

Please introduce yourself!

"My name is Duncan Wardle, Vice President of Global PR for Disney Parks. I am based in Orlando, Florida."

What does Disney stand for in the United States today?

"Disney has been creating magic since Walt Disney created Mickey Mouse in 1928. Since then Disney has come to stand for the premier family entertainment company in the world, delighting people of all ages and all cultures with its unique brand of magic. First opened by Walt in 1955, the Disney parks are a natural extension of the Disney brand as they provide families with an escape from reality, transforming their worlds into one of magic and fantasy, where you are literally immersed in the magic of Disney."

Can you please briefly describe the campaign?

“‘Disney’s Virtual Storyteller’ allows people around the world to celebrate their friends and family’s special milestones by customizing and personalizing a fun Magic Kingdom celebration, held in their honor. It is an extension of our “What Will You Celebrate” campaign that we will be hosting at both Disneyland, California and Walt Disney World Florida, throughout 2009, where individuals can come to celebrate their special milestones in a very personalized way. Indeed, anyone visiting any Disney Park in the U.S. in 2009 will get in absolutely free on their birthday!"

How involved is Disney with the web as a communication tool?

"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 online and mobile environment allow us to experiment much more and provide a much richer interactive environment, allowing us to engage our guests and enable them to share their passion for the Disney brand in a way we have not been able to do through traditional mediums."

What made you want to try viral marketing?

"The world of communication is currently undergoing the greatest upheaval any industry has faced since the industrial revolution of the early 19th century. I believe future generations will study this period and call it the “Communication Revolution,” where long standing traditional models of communication were literally turned upside down. The ability of consumers to screen out brands they no longer consider relevant will mean that successful brands of the future will be those brands that engage their consumer in every aspect of not only communication, but also the design and adaptation of their products and services. “Viral” by its very nature can only be successful if you leverage the passion of consumers and brand advocates alike, providing them with an engaging platform that “enables” them to share that passion with their respective communities."

What are the objectives of this campaign?

"To create buzz and excitement for our upcoming celebration at both Disneyland and Walt Disney World and to test our own appetite for consumer engagement. We are very excited about the potential of the campaign and its ability to challenge the status quo of traditional versus non-traditional campaigns. We think it will be a giant stepping stone toward increased consumer activation."

Is making a personalized web video a way for Disney to build a closer relationship with the consumer?

"It is certainly one way of engaging our consumers in our brand at a time when they are not physically immersed in our parks. We also believe the concept that Vanksen has developed on our behalf is both very clever and insightful and one that consumers will have a lot of fun with. It is a great example of a marketing campaign mirroring the magic and fantasy of a Disney theme park experience."

We invite you to check out sun7news.com to create your own personalized Disney video!


Add This

Image credits: Disney


 

Comments

1. Wednesday 17 December 2008 attime 23:47,

Brilliant campaign!!!

2. Thursday 25 December 2008 attime 03:10, by whizkidforte

I used the website as a tool to send e-cards for this Christmas! WOOH-HOOH!

3. Tuesday 13 January 2009 attime 20:59, by guisela canova

It’s my Birthday all 30 days of the month

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