Sunday, March 18, 2007
Disney's foray into online communities
The World Advertising Research Center published an article this weekend about Disney's foray into building an online community. At the URL family.com (still in beta), readers will be able to add content to a wiki, post and contribute to blogs, etc. Content ranges from info about parenting and family activities to birthday gift ideas. The site is a good example of Disney marketing itself in a way that is authentic to its brand by extending its brand promise (family entertainment) to the online channel and giving people reasons to continuously interact with the brand. I wonder what took them so long...?
The World Advertising Research Center published an article this weekend about Disney's foray into building an online community. At the URL family.com (still in beta), readers will be able to add content to a wiki, post and contribute to blogs, etc. Content ranges from info about parenting and family activities to birthday gift ideas. The site is a good example of Disney marketing itself in a way that is authentic to its brand by extending its brand promise (family entertainment) to the online channel and giving people reasons to continuously interact with the brand. I wonder what took them so long...?
Labels: authenticity in branding, brand promise, Disney
