The iconic theme park has decided to design a new website where visitors are encouraged to submit their own pictures, videos and written content on their experience at the park.
Some tech experts pointed out just how dramatic this change in policy is for a company that has been very cautious to tightly control how it is portrayed and to ensure that the fire recently messaging is perfectly on key. Disney, however, has come to understand what nearly all major corporations also know: internet users must not only be given the opportunity to learn more about a specific brand online, but to also share their own impressions about the message that is being conveyed.
Social media and blogging in particular have democratised the process of content generation.It may no longer be enough for a major company to develop a website which provides a strictly controlled message, if it does not also seek input from users.
Online communication is now a two way street, where readers are asked to play an active role in content generation.
Disney has clearly learned that it can incorporate user content into its marketing.In fact, just days before launching its new website, Disney produced a television ad created almost exclusively from videos uploaded to the web by the Park's visitors and fans.
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