Product Marketing: Play App
User Need Park Guests want to spend less time "waiting in lines" for experiences in our theme Parks.
|
Product NeedOur product team can't reduce lines in Parks, but we can create engaging, interactive experiences that Guests can do while waiting in line so that waiting in a line doesn't feel like waiting in a line. ;)
|
Solution/StrategyCreate content for a mobile app to turn wait time into play time.
|
Product marketing at Disney leverages digital marketing,
content marketing and brand marketing within an integrated strategy.
When adding content to our existing eco-system of content and sites, we
focus on contextually adding to existing stories that users are already consuming.
content marketing and brand marketing within an integrated strategy.
When adding content to our existing eco-system of content and sites, we
focus on contextually adding to existing stories that users are already consuming.
Play App Product Marketing
Our strategy for marketing this product included:
1. Contextual placements within the existing ecosystem of content in locations where Guests are seeking solutions to long-lines
2. Aspirational engagement via digital marketing (i.e. "sick of waiting in line at Disneyland?")
3. Core product landing page that is linked to from both external and internal product marketing
4. Content marketing solutions externally
1. Contextual placements within the existing ecosystem of content in locations where Guests are seeking solutions to long-lines
2. Aspirational engagement via digital marketing (i.e. "sick of waiting in line at Disneyland?")
3. Core product landing page that is linked to from both external and internal product marketing
4. Content marketing solutions externally
TESTING
We tested combinations of content and imagery to strike a balance between experience and information.
We tested combinations of content and imagery to strike a balance between experience and information.
PROJECT POV
The product content design team partnered with product and design to
create an integrated campaign for the launch of Play.
The strategy focused on an integrated marketing model, leveraging digital,
search, contextual marketing, content marketing and branded content to
capture existing and new interest in an in-park App. The campaign focused
on "turning wait time into play time." My team developed a core landing
page to receive incoming traffic from external marketing as well to receive
internal traffic from contextual placements.
We tested various content and imagery combinations and optimized
placements post-launch. The campaign was a big success measured
by engagement, downloads and use in Park.
Success metrics:
The product content design team partnered with product and design to
create an integrated campaign for the launch of Play.
The strategy focused on an integrated marketing model, leveraging digital,
search, contextual marketing, content marketing and branded content to
capture existing and new interest in an in-park App. The campaign focused
on "turning wait time into play time." My team developed a core landing
page to receive incoming traffic from external marketing as well to receive
internal traffic from contextual placements.
We tested various content and imagery combinations and optimized
placements post-launch. The campaign was a big success measured
by engagement, downloads and use in Park.
Success metrics:
- app downloads
- app usage in Park
- user engagement / time in app
- user feedback and ratings