As a company with such a diverse and mass audience, it is difficult to comprehend the magnitude of the time and effort that must go into the upkeep of momentum and analysis of a lot of Disney’s campaigns, especially online. Following their recent advertising for the Epcot Food and Wine Festival, it is clear that Disney’s campaign goals were to increase audience awareness of the event and encourage as many visitors to the park as possible, however, in order to achieve this, there must have been a very detailed and well thought out media plan and strategy, outlining their specific key messages, strategies and tactics.
Being one of the world’s leading conglomerates must require an immense amount of research and planning before any campaign can be published; they have to keep up with every trend, know exactly how to target any given audience and be responsive to competitors and consumers alike. However, with the use of social media, monitoring and responding to audience’s has, arguably, been made easier. For example, through the creation of the hashtag #epcotfoodandwine, Disney created themselves a tool that not only increased awareness, but also ensures consumer engagement through Twitter (and Facebook). Audience’s were able to post about their experiences within the community of the hashtag, which ensured that all Tweets using #epcotfoodandwine were easily accessible and in one place, making it simpler for Disney to monitor content and form conversations with their audience members.
This said, with so much online content, it must take extensive searching and a lot of time to filter through the relevant Tweets and comments and respond to those that are of the greatest relevance or threat to the product or service that is being advertised. As well as this, Disney are required to maintain their reputation and relationship with audience members in order to be in-keeping with the company’s brand identity of being magical, friendly, approachable and encompassing of anyone and everyone, which must be difficult considering the number of comments that they must have to filter through each day.
In conclusion, a company with the reputation and popularity of Disney is required to have an extensive and precise media strategy and plan before any campaign can be released. With so much going on at any one time, Disney have to be on the ball when it comes to monitoring their social media, and they must have detailed plans for not only their current campaigns but also those that are coming up in order to ensure that audience’s can easily transition from one to the other without being confused or overwhelmed.
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