Disney bets big on mobile with national campaign
By Chantal Tode
June 27, 2012
An ad for Disney's park app
In a new national TV, print and out-of-home advertising campaign, Disney showcases its Disney Mobile Magic App mobile application and includes a prominently placed mobile call-to-action to encourage downloads.
The Disney Mobile Magic App is the official app for Disney Parks on Verizon. Consumers can call **MAGIC (**62442) to download the app or visit Google Play.
“A lot of brands put apps in the market because that is what consumers are going for,” said Jim Stanley, vice president of marketing and product at StarStar, Palo Alto, CA. “For augmented experiences like Disney’s app, StarStar is a very effective means of driving engagement with a consumer with a smartphone.
“The campaign makes the call-to-action very simple, effective and enticing,” he said. “This is first time StarStar is being used for an in-park app.
“The campaigns that are the most effective at driving consumers to engage make the call-to-action very clear – I think the Disney effort is a very good example of that.”
Disney worked with agency McGarry Bowen on the campaign, with StarStar providing the technology support for the mobile call-to-action.
Disney did not respond to press inquiries.
The Disney Mobile Magic App features include the ability for users to find where Disney characters are located in the park via GPS-enabled maps. Users can also access attraction wait times and return times for Disney’s virtual queuing system Fastpass as well as view Verizon features such as behind-the-scenes video and games.
The ads showcasing the app appear in print, in several airports and on TV.
StarStar enables brands to deliver mobile assets such as an app with a branded call-to-action number preceded by two asterisks, or stars.
The way it works is that a mobile phone user calls the StarStar number and hears an audio response from the brand. Almost simultaneously, the user also receives a text message containing a link that drives directly to where the app can be downloaded.
The link is platform sensitive, so in the Disney effort, users who do not have a Verizon phone will receive a messaging informing them that they are not able to download the app.
“The branded call-to-action is a very effective direct-response mechanism off of an advertiser’s media, particularly TV and radio,” Mr. Stanley said.
“Everyone knows how to make a phone call – consumers are taking to very rapidly,” he said.
TV drives response
TV works well for driving mobile engagement because so many people watch programs these days with a mobile device nearby.
“There have been plenty of studies showing how many consumers are browsing the mobile Web while watching TV,” Mr. Stanley said. “What we’ve seen off of big national ad campaigns is that brands are able to drive a tremendous amount of response off of a few seconds call to action in a TV ad.”
StarStar reports that over 80 percent of the all the activity it has seen to date has been off of TV. However, the company expects the numbers to balance out somewhat as the solution becomes more widely available.
For example, radio has shown some promising engagement levels in a couple of smaller programs.
The StarStar platform enables brands to target the call-to-action based on phone, carrier and location.
“More than half of the campaigns we end up working on are app oriented – this is a statement about where the market is right now with most brands considering if not developing them,” Mr. Stanley said.
Chantal Tode is associate editor on Mobile Marketer, New York
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