Disney has launched a new social media site for user-generated content, with the hope that visitors to the Magic Kingdom will post their photos and videos for all to see.
The new site, found at DisneyParks.com/Memories, is part of their “Let the Memories Begin” campaign, in which photos and videos taken by guests at Disney World and Disney Land will be featured in print, online and TV advertising for the parks. In conjunction with the campaign, the two parks will also begin projecting pictures of guests on Cinderella Castle at Disney World and the facade of the “It's a small world” ride at Disney Land. Those pictures, however, will largely be taken by Disney PhotoPass photographers rather than the guests themselves.
“We wanted to give our guests a powerful way to share the memories they create every day in our parks," said Tom Staggs, chairman of Walt Disney Parks and Resorts, in announcing the campaign. "Essentially, this becomes our first user-generated show and our first user-generated marketing campaign.”
Disney will exercise control over what content is featured on the site – all submissions must be approved by a moderator before being posted. Some user-generated content has already gone up, with everything from the usual photos with Disney characters to videos of children's birthday parties at Disney restaurants. Interestingly, not all of the content is recent, with some adult users of the site posting photos of their own first visit to the parks. While registration is required to post content, all approved submissions can be searched for by keyword and viewed by anyone.
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