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Disney World’s Magic Kingdom Strategy Proposal


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This is my final presentation for MSU's New Media Driver's License Course. It's a social media strategy proposal for Disney World's Magic Kingdom theme park.

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Disney World’s Magic Kingdom Strategy Proposal

  1. 1. Disney World’s Magic Kingdom Strategy Proposal<br />Presented By: <br />Katherine Maier<br />Summer 2010<br />New Media Driver’s License<br />
  2. 2. History of the Magic Kingdom<br />Considered Disney’s most popular park<br />First park to open on October 1, 1971<br />Can hold 100,000 people! <br />Main target audience: Families with young children<br />
  3. 3. The Challenge, Goal, and Solution<br />The Challenge: Continue attracting consumers to the park, even in the current tough economic times. <br />The Goal: Interact with consumers to convince them that visiting the Magic Kingdom is a once-in-a-lifetime experience that can’t be missed, because adults and children alike will create memories that last a lifetime.<br />The Solution: Social media outlets <br />
  4. 4. Current Social Media<br />Walt Disney World is already using social media to promote their overall company: <br />Web site<br />Blog<br />Facebook<br />Twitter<br />YouTube Channel <br />
  5. 5. Ways to Improve <br />Stand out as a park by:<br />Creating social media to specifically promote Magic Kingdom news, rides, attractions, special events, and deals. <br />Get consumers involved through Facebook & YouTube contests <br />Don’t post same content on each page<br />Utilize Google & Facebook ads for promotions and special deals.<br />
  6. 6. Facebook & Twitter <br />Create pages specifically for Magic Kingdom<br />Interact with consumers on Facebook:<br />Give away prizes every month, like free passes, free food, or special meet-and-greets, to new fans or to the best comment on a status update<br />Hold photo contest with prizes for best family photo at the Magic Kingdom <br />@reply to followers on Twitter <br />Use Facebook Ads to promote daily/monthly specials at the Magic Kingdom.<br />
  7. 7. Creating an Experience that Comes to Life!<br />Disneyland Paris: Created Pixar characters that “arrive” on your Facebook wall from their ads <br />Magic Kingdom could execute same idea with Minnie and Mickey Mouse, etc.<br />Attention-grabbing and fun to show children <br />
  8. 8. YouTube <br />Create Magic Kingdom YouTube Channel<br />Weekly “insider” content<br />Interviews<br />Contest – Give away free passes to the park for best consumer video on why the Magic Kingdom is their favorite Disney park <br />
  9. 9. Google Advertisements<br />Current Google Ads when<br />searching for “Magic Kingdom”: <br />Disney World® Vacation<br />Buy a 4N/5D vacation & get FreeDining for select dates Oct - Sept!<br />Visit the Magic Kingdom<br />Don't Miss These Disney Packages.Plan now and get great savings!<br />Family Kingdom<br />Find Accommodations For Your TripTo Family Kingdom In Myrtle<br />Improve by: <br />Creating Magic Kingdom-specific advertisements<br />Promoting discounted tickets, sales and specials<br />Directing consumers to Magic Kingdom pages, rather than general Disney pages <br />Increase Ads: <br />During seasonal peaks -before Christmas break and spring break<br />
  10. 10. Measuring Success<br />Proposed Budget: $100,000<br />Facebook Statistics<br />Google Analytics<br />Ticket sales<br />Click-through rate on Google and Facebook advertisements <br />Number of followers on Facebook, Twitter, blog, and YouTube <br />Medium<br />