Why 2010 PRO Award Winner Disney's Mobile Tour was a Success
Posted on Sun, May 01, 2011
Check out the article in PROMO Magazine discussing the success of Disney's "Give a Day, Get a Disney Day" Mobile Tour. Read the article below.
Why Disney’s Ticket Giveaway Worked: 2010 Pro Award Winner
Take a look back at last year’s Best Overall winner: “Give a Day, Get a Disney Day.” In addition to exceptional planning and execution, two outside influences helped raise that campaign to the top of the pack among hundreds and hundreds of stellar entries.
For one thing, the economy was a mess. Visits to Walt Disney World had fallen off and the expense of vacationing there, even for a day, was out of reach for many. So Disney offered 1 million people a free day at its parks if they donated some of their time and energy to a charity.
Second, the promotion, executed in house, was about volunteerism at a time when the idea of helping others was becoming fashionable among Americans who had never even thought of volunteering before and even more important among those who consider it an important part of living.
The promotion ran in 2010 and generated immense PR interest for both Disney and volunteerism. As an indication, a quick search yesterday at Yahoo.com produced 132 million hits. After running for just 10 weeks, Disney met its goal of 1 million free tickets and ended the program in March 2010.
Here’s what the PRO Award judges said:
“Brilliant. A huge ‘feel good’ aspect.”
“They managed to generate 8 million man hours of community service and then kept everyone thinking about the brand and the program for 8 months.”
“Simple idea. Activated nicely.”
“I felt an emotional connection to Disney because I saw the commercial but it weighed on my mind how much they spent to get [the volunteers].”
“So well done. It takes guts to put yourself out there. It was own-able, unique, incredibly well executed.”
“Everybody could relate to this cause.”
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