Social Media Supernova: Disney’s March Magic Campaign Sparks Internet Buzz

Once in a while, we like to talk about creative companies making a ripple in the digital universe, a social media supernova, if you will. Want to ignite an online chatter-storm about your brand?  Maybe you should take some pointers from today’s featured company: Disney.

It’s no surprise that Disney has a knack for creativity. Just in time for March Madness, Disney Parks has given the annual basketball tournament a magical makeover. Dubbed “March Magic“, Disney puts an innovative spin on the competition by creating “teams” based on popular attractions at Walt Disney World in Florida and Disneyland in California. Facebook users can vote for their favorites on Disney World & Disneyland’s official Facebook pages. Disney fans can even predict the winning teams at home by using their own bracket and sharing their conversations about it using the hashtag #DisneySide.

Here’s a look at Disney Parks’s March Magic East & West Coast teams (as well as official bracket) shared on the company’s blog earlier this week:

Why is this digital campaign so awesome?

Here are a few reasons the campaign works:

1.  It blends social media campaigns with other marketing initiatives: Disney isn’t making this an exclusive social media campaign. Instead, the company seamlessly ties it in with its year-long marketing efforts where visitors, celebrities and other icons are encouraged to show off their “Disney Side”. This spans multiple platforms, including billboards, commercials, social media, print and online advertisements, in-park promotion and other mediums.

2. It’s timely: It’s March so that means everyone and their brother is talking about March Madness. Why not play off that conversation and point it back toward your business? That’s what we in the marketing industry like to call “pure genius”.

3. It stirs up emotion: If you’ve gone to Disney World or Disneyland at any point in your life, you’re probably going to have a reaction to the teams represented in the March Magic brackets. You going feel a personal connection (or resentment) to certain attractions or characters and want your favorites to win.  Which leads us to the next point…

4. It gets brand supporters involved: This campaign gets Disney fans doing something. They may not be able to take a trip to one of the parks this year, but they can easily show their friends and family their March Magic brackets. Ultimately, this boosts positive feelings toward the brand, which is exactly what Disney wants.

What are your thoughts on Disney’s March Magic campaign? We want to know! (We won’t cry if you say you’re not a fan. Okay, maybe a little.) Leave your opinions in the comments.


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