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CASE STUDY:
WALT DISNEY WORLD | MOMS PANEL ISSUE: Coyne PR was charged with generating excitement with the media and consumers for Jim Breuer’s Heavy Metal Man comedy tour. The goal was to further establish Jim as a major player in comedy, entertainment and music. IDEA: Building on the insight that moms rely on other moms for advice, especially first-time visitors, Coyne PR developed a PR program that would leverage the social media space in a creative and viral way. The team created the first-ever Walt Disney World Moms Panel (www.disneyworldmoms.com), an online forum providing guests with insider tips and insights from parents who have the passion and knowledge to create an ideal Walt Disney World vacation experience for others. The multi-tiered program was designed to generate various waves of excitement, which included: a nationwide search for 12 park-savvy parents who know the “ins and outs” to all things Disney World; Disney spokesperson partnership with “The Travel Mom,” Emily Kaufman; a strong viral and local marketing media strategy to announce the 12 panelists and to soft launch the online Moms Panel. The media strategy targeted mommy bloggers, Disney fan sites and discussion boards and included local market print and broadcast outreach for each panelist, as well as select pitches to top-tier family parenting and women’s trades. Coyne’s Design Department developed the creative elements from logo design to media kit. Once the winners were named, Coyne PR created the Moms Panel Training Week to serve as an orientation into the Panel. Disney Parks invited the 12 panelists – the eleven moms and one dad – to Walt Disney World to participate in the specialized training sessions, which included media training, a Web tutorial for the site, photo shoots, one-one-one meetings with executives and various park and property tours. These 12 park-savvy parents currently sit on the first-ever Walt Disney World Moms Panel and share their knowledge with others who are planning magical vacations of their own. Potential visitors simply go to the site and either ask questions directly or search questions by topic/video to find out what the panelists have to say. IMPACT: The response from consumers was overwhelming; the search received tens of thousands of entries. There has been more than 420 million in viewership and circulation to-date, encompassing print, broadcast and social media coverage. The site continues to see strong, steady unique viewers per month and routinely generates hundreds of questions per week from consumers. Based on the results of the program, Walt Disney World plans to continue to grow and expand the Walt Disney World Moms Panel in the years to come. |
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Social Media Case Studies
