Disney’s
Eli Gallegos
Background
I have been observing this company all semester. Looking through nonsponsored blogs, their social media, and web site, I have come to different conclusions about the Disney company. Customers with incredible brand loyalty create blogs and their passion and dedication to the Disney brand can be seen through the attention to detail and the constant updates. On the side of the company itself being active with its customers through social media, Disney many times fails to include and interact with its loyal fan base.
Situation Analysis
Due to Disney’s poor background with the its customers ages 14 to 28 in reference to media such as movies, the recent sale of Marvel Company to the Walt Disney Company, many loyal fans are now on edge about this new buyout.
Key Publics
Target audience for this campaign fall under 3 categories of customers in the same age group. First: Marvel’s loyal fans, both male and female, ages 14 to 28. Marvel has a great number of customers who are loyal to the brand who need to be assured that the image and ideas of the comic book heroes they grew up reading will not change. Secondary: Avid social media users, both male and female, ages 14 to 28. Social media junkies are the driving force behind getting the campaign further and hopefully viral. Tertiary: Disney loyal brand users of both merchandise and theme parks, ages 14 to 28. Disney needs to assure that the Disney brand, look, and idea, will remain the same.
Campaign Goals & Objectives
The campaign will begin the last week of October. The main campaign goals are to bring awareness of the release of the new Thor: The Dark World movie in November 2013, to engage in the incredible social media experience, and encourage consumers to watch the new Thor movie. Through hashtags, images, and responses to our social media web sites,
Strategies & Tactics
Disney will create social media pages specifically dedicated to Thor: The Dark World on Twitter, Facebook, Pinterest, Instagram, Flickr, and YouTube. Disney will then announce its different contests and ways to interact with each site to encourage foot traffic, impressions, and involvement with each. This will bring awareness to the movie. Each social media tool will announce the new campaign on the original Disney and Marvel pages for Twitter, Facebook, Pinterest, Instagram, Flickr, and YouTube. This will encourage action from the fans.
Evaluation
People are visual. The six social media tools chosen allow images to tell the story. Disney will be able to measure and compare the number of new followers, hashtags, images, reposts, retweets, and likes on Twitter, Facebook, Pinterest, Instagram, Flickr, and YouTube, to its previous numbers.
Facebook The Thor: The Dark World Facebook campaign will have an option of a Thor take over of your main page. Thor will appear and raise maihem with his mighty hammer. The second part of the Facebook campaign will have a character poster post each day that will be posted at midnight with a short biography. The characters chosen will be: 1. Thor 2. Loki 3. Jane Foster 4. Malekith 5. The Warriors Three: Volstagg, Fandral, & Hogun 6. Sif 7. Algrim The Facebook account will also have 14 behind the scenes and on-location images from the Thor movie, released two at a time and corresponding with the character on the character poster. The images will be encouraged to be linked to the consumers Twitter account. Once on twitter, the Twitter portion of the campaign will contine.
The Pinterest campaign, like Facebook, will have the same character posters of the same seven characters, and will be pinned at the same time. Instead of a biography, only the names will appear with the option of linking the image to Twitter. The Pinterest account will also have 14 behind the scenes and on-location images from the Thor movie, released two at a time and corresponding with the character on the character poster. The images will be encouraged to be linked to the consumers Twitter account. Once on twitter, the Twitter portion of the campaign will contine.
Flickr The Thor: The Dark World Flickr campaign will, like Facebook and Pinterest, have the same seven character posters released at the same time. The Flickr account will also have manybehind the scenes and on-location images from the Thor movie. But only the same 14 images as the Facebook and Pinterest page images will be encouraged to be linked to the consumers Twitter account. Once on twitter, the Twitter portion of the account will contine.
Twitter The Thor: The Dark World Twitter campaign will connect the Facebook, Pinterest, and Flickr accounts. On twitter, it will be announced that each day of the 7 days, the top 10 captions for the two images released on that day will be sent a link to an online stream of Thor: The Dark World with a live Q & A with Chris Hemsworth (Thor), at the end of the film. The hashtag will be #ThorTDW.
Instagram Each Disney Theme park around the world will have a Thor Hammer Display, like King Arthur’s Sword at California’s Disneyland where visitors can take images of themselves attempting to “lift” the hammer and posting those images on Instagram with the hashtag #ThorTDW. This will bring awareness to the movie.
YouTube Through YouTube, Disney will have a 3 minute interview posted every day with the actor who corresponds to the character poster released on that day. 1. Thor - Chris Hemmsworth
2. Loki - Tom Hiddleston
3. Jane Foster - Natalie Portman
4. Malekith - Christopher Eccleston
5. The Warriors Three: Volstagg, Fandral, & Hogun - Ray Stevenson, Zachary Levi, and Tadanobu Asano
6. Sif - Jaimie Alexander
7. Algrim - Adewale Akinnuoye-Agbaje
Image Examples
These are examples of character posters and on-location images used for Twitter contest.