The Twilight Zone Tower of Terror
References: disneytowerofterror & nma
Have you ever been curious about the Twilight Zone? Disney is giving people a chance to experience a thrillingly haunting experience with the launch of a new viral ad.
Beginning February 21, site goers will be able to create their own TV or radio advert by uploading their photos which will then be made to appear as if they have traveled to the fourth dimension.
The intention of the campaign is to drive awareness to Disney's latest attraction, the plunging elevator in the Tower of Terror, a new attraction at Disneyland Resort Paris which will open in April.
"We know from experience in the US that Twilight Zone Tower of Terror appeals to older children, so we've designed this campaign to engage with 13-15-year-olds through media platforms that they engage with," said Federico Gonzalez, senior VP of marketing for the theme park.
"Imagine being in a place where everything is the same but different. Where the unusual is usual," the site intro entices.
This will be a fun and interactive way to drive publicity, and Disneyland Paris' first viral campaign.
Beginning February 21, site goers will be able to create their own TV or radio advert by uploading their photos which will then be made to appear as if they have traveled to the fourth dimension.
The intention of the campaign is to drive awareness to Disney's latest attraction, the plunging elevator in the Tower of Terror, a new attraction at Disneyland Resort Paris which will open in April.
"We know from experience in the US that Twilight Zone Tower of Terror appeals to older children, so we've designed this campaign to engage with 13-15-year-olds through media platforms that they engage with," said Federico Gonzalez, senior VP of marketing for the theme park.
"Imagine being in a place where everything is the same but different. Where the unusual is usual," the site intro entices.
This will be a fun and interactive way to drive publicity, and Disneyland Paris' first viral campaign.
Trend Themes
1. Interactive Viral Advertising - The launch of a new viral ad by Disney allows site goers to create their own TV or radio advert, opening up opportunities for interactive and engaging advertising campaigns.
2. Experiential Marketing - Disney's campaign to drive awareness for the Twilight Zone Tower of Terror attraction demonstrates the power of experiential marketing in capturing the attention of younger audiences.
3. User-generated Content - By allowing users to upload their own photos and be a part of the campaign, Disney taps into the trend of user-generated content, providing an opportunity for increased engagement and authenticity.
Industry Implications
1. Theme Parks - Disney's viral campaign for the Twilight Zone Tower of Terror attraction showcases how theme parks can leverage innovative advertising strategies to generate excitement and attract visitors.
2. Marketing and Advertising - The success of Disney's interactive viral campaign highlights the importance for marketing and advertising professionals to explore new ways of engaging audiences through immersive and personalized experiences.
3. Entertainment - The use of interactive viral advertising by Disney demonstrates the potential for disruptive innovation within the entertainment industry, where engaging and immersive experiences can capture the attention of consumers and drive interest in new attractions.
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