Founded 91 years ago by its controversial namesake, Walt Disney, ‘The Walt Disney Company’ is one of the world’s most iconic brands.
With sites in Paris, Tokyo and Orlando, the company attracts 134,330,000 attendees per year - making its theme parks the most visited in the world.
Being the definitive brand in the amusement park industry allows Disney to use marketing techniques which make use of its brand’s emotive capabilities. In an effort to expand upon this, it’s scouring the internet for people who are particularly enthusiastic about all-things Disney.
Disney’s ‘Social Media Moms Celebrations’, which also includes fathers, is an initiative used by the company to make use of all the positive sentiment which surrounds their theme parks online. In a recent article on Business Insider, it discussed the story of a woman who had been blogging about her trips to Disneyland and how she was approached by Disney to become part of the program.
The last ‘social media moms’ event was in May and yielded an impressive 28,500 tweets and around 90 blog posts, all of which contained positive reviews about the group. The best part about the scheme for Dinsey is that the ‘moms’ aren’t paid anything (a discounted holiday is a possibility as part of the ‘moms celebration’) for the content they produce.
Getting an invite to the educational conference/holiday is a good enough prize in itself, but the mothers also get a sense of connection from the link they share with Disney. Only around 200 people get invited to the ‘celebration’ meaning that only the most prolific content creators have a shot at attending. This has led many ‘moms’ to post articles explaining to others how they should attempt to get an invite - the key being an active presence across a variety of different social channels.
This digital initiative taps into a demographic that’s highly influential to the group’s success - women. Many females plan their family’s holiday, or have a significant say in where it’s going to take place. Disney feel that if they can build an affinity with America’s mothers, they’ll be near the top of holiday wish-lists.
The success of this strategy has meant that it’s been rehashed at IT company, Hewlett-Packard. The company hired 14 mums to post on their help site ‘MYPrintly’, which encourages mothers to post project ideas.
Some may feel that Disney’s new strategy is just a way for them to get marketing material for free. Disney will say that the ‘celebration’ it puts on is an opportunity to visit its theme parks at a highly reduced rate, whilst also bringing together a group of social media fans who want to learn even more about digital.
Disney’s ‘social media moms’ only works because its brand is emotive, and succeeds in getting people inspired enough to write a lot about its theme parks.
If you’re a parent and Disney-mad, it might be worth a go.