Disney

How Disney World has mastered customer experience

If there’s one brand that knows a thing or two about keeping its customers happy, it’s Disney. 

This is reflected in the increasing demand for the Disney experience. In 2016, its Parks & Resorts accounted for 31% of the company’s total revenues (with its media networks generating 43%). It also saw more than 13m people visit the newly opened Shanghai Disney Resort, as well as greater attendance levels in parks in the US.

Star Wars uses AR experiential campaign to drive people in-store

In mid-December, the latest Star Wars movie, Star Wars: The Last Jedi, will make its theatrical debut.

The stakes are high for Disney, which purchased Star Wars creator Lucasfilm for more than $4bn in 2012. The movie industry, like so many others, is changing (or being disrupted if you prefer) and blockbuster hits are increasingly important to studios, even one as blessed as Disney with strong franchises.

What would a Twitter acquisition mean for marketers?

For weeks, rumors have been swirling that Twitter is a buy-out target.

The likelihood of a bidding war fizzled out yesterday after Disney and Google were ruled out as potential buyers, causing Twitter’s share price to drop by 20%.

It leaves Salesforce as the most likely buyer, though it could mean that Twitter remains unsold.

10 examples of great Disney marketing campaigns

There are two difficulties with a roundup like this – Disney is massive and it’s often hard to disentangle product and marketing.

The company creates such strong stories/brands that all of its media can appear to work seamlessly.

Nevertheless, I’ve picked out some examples of what could be termed marketing expertise by the film juggernaut.

Everything brands need to know about Gifs

The internet economy has been partying like it’s 1999, so it’s fitting that something that was popular in 1999, the animated Gif, has found a role on the modern web.

Here’s what brands need to know about the image file format that has found new life.

Amplifying the customer experience

Industries ranging from theme parks to sports venues are amplifying the customer experience by diving deeper into data and mining insights that are timely and add value.

Delivering a breakthrough customer experience requires close collaboration between marketing and technology. 

A truly collaborative experience depends on employees throughout the organisation reaching across the aisle and participating in delighting the customers. 

18 best branded Vines from September 2014

It’s your one-stop shop for all things six-seconds in length with a commercially creative twist.

September saw brilliant Vines from Samsung, Disney and Chrysler covering a broad range of topics including Halloween, classic sports footage and laptop smashing.

For even more economically delivered branded marvels, check out last month’s Vine round-up.

Six wonderful examples of marketing creative for your entertainment

In November Econsultancy is hosting the Festival of Marketing, a two-day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Tesco, Barclays, FT.com and more.

One of the themes of the event is Brand & Creative, so to give some inspiration on this topic I’ve collated some of the most eye-catching examples of creativity in marketing that I’ve seen recently.

So sit back and peruse these wonderful marketing campaigns, then buy yourself a ticket to the Festival of Marketing

How Disney uses social media: Vine, YouTube, Pinterest, Instagram and more

Although Disney has been enjoying a cultural and critical reappraisal for some time now, this year has seen a huge surge in its regard.

Frozen’s win in the Best Animated Feature category at the 2014 Oscars is surprisingly the first time the studio has ever won the award in its 13 year history. The critically well-received film is also about to overtake Toy Story 3 as the world’s highest grossing animated film ever. Things are looking up for the 91 year-old company. 

In terms of its online presence, according to data collected by Starcount, Disney was the second most popular brand in social media. The top spot was taken by Samsung, which I’ve already discussed in how Samsung owns social video

So how does Disney use its social channels to interact with its legions of loyal mousketeers? Is it merely through brand awareness, or is there more of a strategy than that?

The 15 best branded Vines of 2013

Here in my ‘expert’ opinion are the best Vines created by brands in 2013.

Although seeing as Vine has only existed for approximately 11 months, here are the best branded examples from the entire existence of the service. That sounds far more impressive.

What makes a good branded Vine? Well, I’m glad you asked…