Disney launches its user-generated (UGC) marketing campaign

By Dan Lavie / September 25, 2010

Disney (DIS) is leveraging user-generated content for its marketing. The new Disney Parks’campaign will use visitors’ own home videos and snap shots. Disney dubbed its new marketing campaign “Let the Memories Begin“. It works as follows. Consumers can post their content (photos, videos) on the website Disneyparks.com/memories or via the Walt Disney World and Disneyland Facebook pages. This content is used (with permission of its creators) for a TV spot dubbed “Hugs” that premiered on the Today Show and will…

A grasshopper’s marketing leap

By Dan Lavie / June 17, 2009

Grasshopper, an 800 phone number provider for small businesses in the US, rebranded itself. To advertise the new name (they were previously known as GotVMail) and brand, they grafted a clever marketing strategy. They started with compiling a list of the 5,000 most influential people in the US. It included influential bloggers, journalists, celebrities, TV anchors, and CEOs (Pete Cashmore, Adam Ostrow, and Tamar Weinberg). Then they created a package to be sent by snail mail consisting of real chocolate…

PETA’s rebranding of fish – will its Sea Kitten marketing campaign work?

By Dan Lavie / October 29, 2008

PETA is known for its often provocative and controversial campaigns, such as comparing factory farming to the Holocaust. In its latest campaign, it tries to convince the public that fish are capable of showing physical affection, of feeling pain and of grieving when their companions die. They are in PETA’s opinion not different from pets such as dogs and cats.Since fish are not furry and cuddly, PETA tries to change the public image of fish from slithery and slimy to…