For approximately 15 years, Disney has provided us with an annual theme (skeptics might refer to it as a “promotion”) that either plays up an anniversary of some kind or is designed to pique interest in traveling to a Disney park. We’ve had the “Year of a Million Dreams,” which, by the way, actually lasted about 20 months—not that I’m complaining. We’ve also been asked the question, “What Will You Celebrate?” and been instructed to “Give a Day / Get a Disney Day.”
In most cases, these “themes” haven’t had the desired effect on me. I plan and take my Disney vacations regardless of the current promotion but I’m sure there are some that will plan a trip to take advantage of a particular celebration or event (free Dining Plan, anyone?).
I will admit, however, that the giveaway promotion for the “Year of a Million Dreams” did catch my eye. Who among us didn’t dream of winning that “Four Parks / One Year” trip? Or the Disney Vacation Club membership? While I dreamt, let the record show I received only two Fastpass lanyards, both at Hollywood Studios. Oh… and one set of special “Year of a Million Dreams” mouse ears which I dutifully wore, with the rest of my attraction companions, on the Twilight Zone Tower of Terror. Before you ask… no, I did not purchase that photo.
Yes, I still have them. Photo by Steve Russo.
In September of this year, Disney advertised that a “major announcement” was coming from a planned New York City event. Because it’s Disney and because we have such a robust group of Disney aficionados roaming this cyber world of ours, this event was well attended. Picture hundreds (thousands?) of Disney-philes there in person or perched by desktops, laptops, smart phones, iPods, iPads and every manner of PDA, anxiously awaiting word of new attractions, upgrades to the Fanatasyland expansion, new resorts or… dare we dream it… a fifth gate?
Fingers hovered over keyboards; pens perched above paper, and then… the announcement came:
“Disney Parks has officially launched “Let the Memories Begin” – our special celebration of family vacations and magical memories.”
Huh? Let the Memories Begin? What the heck does that mean? Do memories actually begin somewhere? Disney explained:
“Yes, you’re going to be the star. For the first time, your home videos and snapshots will be featured in Disney television ads and other print and online communications.”
Get out! Really? I’m going to be a star? OK, let me get my arms around this concept. Disney is asking the great-unwashed masses, people like me for Pete’s sake, to send in videos and snapshots that they will then use in their advertisements. Have the suits in Marketing finally run completely out of ideas or have they just gone absolutely mad?
Since my initial reaction, I have to admit a part of me has warmed to this idea. Wouldn’t it be cooler than the other side of the pillow to have that video of your two kids, jumping around like fanatical monkeys when they learned you were taking them to Disney World, airing on national television in prime time? You’d be the envy of the block, the PTA, the church group, the Little League and the other soccer parents.
I’ve now seen a few of these advertisements and also have to admit it can be darned heartwarming watching some of these kids absolutely glowing when they learn about the trip. While it can feel a little voyeuristic, who among us doesn’t get a little warm and fuzzy watching these kids react to “We’re going to Disney World”?
So… while it’s not what I would call a “major announcement”, it’s not too shabby either. Now the important question is: “How do I get in on this?”
To kick things off, we’ve launched DisneyParks.com/Memories. It’s a new destination where you can upload your Disney vacation memories captured in photos and videos and share with the world. And getting started is easy:
- Choose to share your memory on DisneyParks.com/Memories; Facebook.com/WaltDisneyWorld; Facebook.com/Disneyland; Youtube.com/DisneyMemories; or Myspace.com/DisneyParks.
- Describe your memory. Memories can upload as photos, videos or text-only.
- Then all it takes is hitting the “submit” box and, once reviewed, a lifetime Disney memory is stored and shared.
I’m pretty sure I have some video of my kids (who really aren’t “kids” any longer but that’s OK, no one has to know) jumping around and having fun at Disney World. I know I have a shot of my four-year-old son, while at Disney World, holding a pencil while saying, “I didn’t do anything and Michelle threw this at me.” Yeah, magical, huh? Maybe that’s not the one I send in. I also have a video of my two daughters stretched out on twin beds at the Caribbean Beach Resort replying to my urging them to get going with a “We’re on a break!” It doesn’t get more heartwarming than that, does it?
So maybe my family isn’t the ideal candidate for what Disney has in mind. Let’s get some additional suggestions from the designers of this program:
Simple, right? So, what should you submit? Your favorite memories – whether it was a first meeting with a Disney princess, a laugh-filled Splash Mountain ride or a magical moment around a holiday fireplace when mom and dad surprised everyone with a “We’re Going to Disney!” announcement – We’re looking for videos and photos that capture your never-to-be-forgotten experiences.
Meeting with a Disney princess, huh? Unless you count me ogling Jasmine in World Showcase, I have nothing there. We’ve had several “laugh-filled Splash Mountain rides” but none of those is captured on video—I was too concerned with keeping the video camera dry. The last one is interesting… “a magical moment around a holiday fireplace when mom and dad surprised everyone with a “We’re Going to Disney!” announcement”. I know I’ve seen reports from folks that have kept a family member or two in the dark about a Disney World trip but, in my family, this would never fly.
I once tried to keep an Illuminations Cruise a secret from our kids (adults at the time.) I had reserved the Cruise and thought we’d bring a bottle of champagne, some soft drinks, cheese and crackers with us and have a bit of a party as we cruise the Crescent Lake area before settling into World Showcase Lagoon for the show. While compiling our shopping list prior to the trip, I quietly wrote in “cheese and crackers” which caused my wife (my obviously memory-impaired wife) to launch into a CIA-like interrogation. “Why do we need cheese and crackers?” My non-response then caught the attention of the kids who were now interested in why I couldn’t explain my sudden infatuation with snack food items. Completely oblivious to my arched eyebrow, winks and knowing looks, my bride insisted on learning why I thought we needed cheese and crackers at Disney World. Wouldn’t that scene make a great advertising video?
It seems that my family and I aren’t prime candidates for this “warm the cockles of your heart” advertising blitz. Can we still get in on the Year of a Million Snapshots?
And there’s more – beginning in January of 2011, you’ll also become the star of a nightly spectacular at Disney Parks. Photos of magical memories made in the park during the day will be projected that night on Cinderella Castle at Walt Disney World and “it’s a small world” at Disneyland Resort. Pretty cool, huh?
I’ve been listening, with both ears, to the Disney online communities’ response to this. The uproar from the Disneyland folks is not quite as loud but, if I can paraphrase what I’m hearing from the Disney World contingent, it’s: “Leave my (expletive deleted) castle alone!!!” To be fair, I don’t for a minute believe this is an atrocity of the magnitude of, oh… the Cakestle (please see my prior column if that confuses you). However, many people feel very strongly about Cinderella Castle and view any meddling as either blasphemy or an outright act of war. The gilded edges, turrets, and windows of a few years ago were somewhat nice. The more recent ice lights at Christmas are really beautiful but… now you’re planning on projecting photos of park guests up there. Hey! I’ve seen some of these park guests and there aren’t many Clooney/Klum look-alikes out there.
The Ice Lights – an example of a good change. Photo by Steve Russo.
Here’s how it will work:
In both locations, Disney PhotoPass photographers will provide images of guests shot during the day to be shared on the icons. While we’re still working on the show details, producers estimate as many as 500 photos will be shown in each location every day.
I’m wondering how (and by whom) the daily selections will be made. Why would one photo be selected over another? I could speculate that they would easily pick that “typical” Disney family of mom, dad, and little Jimmy and Judy, outfitted in matching Disney shirts and hats, with smiles exposing teeth white enough to be seen from Pluto (the ex-planet, not the dog.) At the same time, the cutting room floor will be littered with those of us with a churro in one hand and Mickey Premium Bar chocolate stains on an “I’m With Stupid” t-shirt.
Will the Magic Kingdom hub be littered with families each night, staring hopefully… desperately up at the Castle, anxiously awaiting their eight seconds of fame? I hope it doesn’t ruin anyone’s vacation if their family is not selected for stardom but I’ve heard some awful stories of folks disappointed by a lot less.
So, there you have it. The year 2011 at the Disney Parks will be known as “Let the Memories Begin.” I’ve been a bit flippant in this article, but as I did state, I am enjoying some of the video advertisements and I can certainly understand the thrill of getting your family some television time. In any case, I’ll be there in 2011 but certainly not because of this promotion. How about you?
