Disney showcased its Mobile Magic App mobile application on national television, print, and advertising campaign to encourage downloads. The Disney Mobile Magic App is Disney Parks official app, featuring many user friendly options.
Users can locate Disney characters using GPS-enabled maps anywhere in the park. The App also features attraction wait times and return times for Fastpass and videos or games.
“The campaign makes the call-to-action very simple, effective and enticing,” said Jim Stanley, vice president of marketing and product at StarStar. “This is first time StarStar is being used for an in-park app.
The Mobile Magic App works by having a user call the StarStar number. Almost instantly, a text message is sent containing a link for the app download. “Everyone knows how to make a phone call – consumers are taking to very rapidly,” he said.
Television advertisements work well for encouraging mobile usage. “There have been plenty of studies showing how many consumers are browsing the mobile Web while watching TV,” Mr. Stanley said. “What we’ve seen off of big national ad campaigns is that brands are able to drive a tremendous amount of response off of a few seconds call to action in a TV ad.”
Radio advertisements showed increased engagement levels for Disney’s mobile app.
“The campaigns that are the most effective at driving consumers to engage make the call-to-action very clear – I think the Disney effort is a very good example of that.”
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