Disney ventures into user-generated content

Businesses are increasingly trying methods to foray into user generated content. Some venturing into UGC, for the information it can provide; and insights from which can lay the foundation for improving or starting new products and services; others venturing into UGC as a marketing tool.

Proving both the above benefits, Disney Parks has launched a user-generated marketing campaign that will run on TV, the Web and in the actual parks starting immediately and running through the end of 2011. With an idea to use travelers' own home videos and snap shots, visitors to the parks will now be able to share their experiences by posting them on a specifically dedicated website DisneyParks.com/Memories and with the possibility that they will be used in a future TV spot or in print or online communication.

Under the 2011 marketing theme of “Let the Memories Begin,” messages shared on the website will include photos, videos and texts that are categorized by theme, emotion and location. Participants can register on the new site and then a user is offered the ability to opt-in for future Disney e-mails that include “Let the Memories Begin” updates and other information on the parks. The functionality will also be a part of the Disney park pages on Facebook, YouTube and MySpace. --------

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