Walt Disney Parks and Resorts is using user-generated content at the centerpiece of its new “Let the Memories Begin” campaign.
By re-purposing user-submitted photos and videos from entertainment and resort venues, Disney is hoping to craft a campaign that helps recapture the good memories individuals have of going to Disney World or Disneyland.
Television ads will start airing this week. For future advertisements and promotions, Disney is asking users to submit their own memories online using YouTube, Facebook, MySpace andDisneyParks.com/Memories.
Check out this TV spot below to get a sense of what Disney is doing. As with all aspects of the campaign, the footage is from real families.
Beyond the advertising campaign, Disney will begin to incorporate family memories into its theme parks with its “Let the Memories Begin” nighttime experiences starting January 2011. At Disney World in Orlando, guest photos will be projected against the spires of Cinderella’s Castle in the Magic Kingdom. At Disneyland, the backdrop will be the “It’s a Small World” facade. Producers are estimating that as many as 500 photos will be used at each location each day.