Disney's Animal Kingdom - Alive On The Web

ALIVE ON THE WEB

ObjectiveDrive visitation levels and stay top of mind Continue to accelerate participation in the digital space

– Join and shape online conversation– Enhance the brand experience online– Increase ways people interact with the brand

Target

Mom’s

Primary Family Planner

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BloggingEngage people in conversation online.

FacebookCreate a page with regular updates that will encourage people to interact more with the site.

– Status updates: News, Special Events, Animal Facts, Promotions, Scheduled Feedings

Photo and Video SharingAllows a way to interact with the animals.Establish a video channel or photo group that can sync with Facebook.

MobileMake it a day of fun with a scavenger hunt while at the park.Provide audio tours taking visitors through the park.

SearchPaid search provides the ability to reach more people, control cost per click and strength brand and positioning.

– Ad word selection will guarantee people find you easily.

Budget

Measure ResultContinue to monitor online results

– Facebook: Number of “fans” and posts– Search: How many people click through and impressions