Disney World’s Magic Kingdom Strategy

ProposalPresented By:

Katherine MaierSummer 2010

New Media Driver’s License

History of the Magic Kingdom

• Considered Disney’s most popular park

• First park to open on October 1, 1971

• Can hold 100,000 people!

• Main target audience: Families with young children

The Challenge, Goal, and SolutionThe Challenge: Continue attracting consumers

to the park, even in the current tough economic times.

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.

The Solution: Social media outlets

Current Social Media• Walt Disney World is

already using social media to promote their overall company: – Web site– Blog– Facebook– Twitter – YouTube Channel

Ways to Improve • Stand out as a park by:– Creating social media to

specifically promote Magic Kingdom news, rides, attractions, special events, and deals.

– Get consumers involved through Facebook & YouTube contests

– Don’t post same content on each page

– Utilize Google & Facebook ads for promotions and special deals.

Facebook & Twitter

• Create pages specifically for Magic Kingdom

• Interact with consumers on Facebook:– 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

• Hold photo contest with prizes for best family photo at the Magic Kingdom

• @reply to followers on Twitter • Use Facebook Ads to promote

daily/monthly specials at the Magic Kingdom.

Creating an Experience that Comes to Life!• Disneyland Paris:

Created Pixar characters that “arrive” on your Facebook wall from their ads

• Magic Kingdom could execute same idea with Minnie and Mickey Mouse, etc.– Attention-grabbing and

fun to show children

YouTube

• Create Magic Kingdom YouTube Channel• Weekly “insider” content• Interviews• Contest – Give away free passes to the park

for best consumer video on why the Magic Kingdom is their favorite Disney park

Google AdvertisementsCurrent Google Ads whensearching for “Magic Kingdom”: Disney World® VacationBuy a 4N/5D vacation & get Free

Dining for select dates Oct - Sept!disneyworld.disney.go.com

Visit the Magic KingdomDon't Miss These Disney Packages.

Plan now and get great savings!www.OrlandoInfo.com

Family KingdomFind Accommodations For Your Trip

To Family Kingdom In Myrtle Beach.www.VisitMyrtleBeach.com

Improve by: • Creating Magic Kingdom-

specific advertisements• Promoting discounted tickets,

sales and specials• Directing consumers to Magic

Kingdom pages, rather than general Disney pages

Increase Ads: • During seasonal peaks -

before Christmas break and spring break

Measuring Success

• Facebook Statistics

• Google Analytics

• Ticket sales

• Click-through rate on Google and Facebook advertisements

• Number of followers on Facebook, Twitter, blog, and YouTube

Proposed Budget: $100,000

30%

10%

10%

30%

20%

Percentage of Budget

Facebook

Twitter

Blog

YouTube

Google Adver-tisements

Medium