As some of you readers know, I've always been very impressed with Disney's marketing especially with the way they use their parks. Well in an awesome display of integrated marketing Disney is really using their parks to pump up their newest movie with their newest princess The Princess and The Frog.
Now as anyone knows, Wall Street and the media always look at the openings to see how successful a movie release is going to be. Disney of course know this too and that's why they are using one of their tools in their arsenal which most movie studios don't have - tens of thousands of people going into their parks every day and the vast majority of them with young kids.
So what is Disney doing? Simple - giving away a ticket for each kid with a corresponding adult. We picked ours up in Disney Studios and using a simple activation code and website, we picked up our free children's movie ticket guaranteeing that we will see the movie the first three weeks it is open - December 11 - December 31.
I think this is a simple, yet brilliant integrated marketing tactic and costs Disney very little in the way of promotions. Sure there are cards to print and marketing materials to put out in the park, but compare that with what you'd expect other marketers to do - direct mail, radio, emails, display ads, etc. We were already in the park, likely to be their target market, and all we had to do was agree to receive the cards at a counter while we were checking out with a purchase. That's Disney at its best using integrating marketing.