A Disney "I Do"
Viral Marketing: Also known as Word of Mouth Advertising. Any strategy that encourages individuals to pass on a marketing message to others, thus creating the potential for exponential growth in the message’s exposure and influence. Just like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, even to millions.
What could be more romantic than a proposal on Main Street in Disneyland, brought to you by your beloved and a cast of singing performers?
Well, a lot of things, maybe, but that’s how Disney is promoting its Summer Nightastic! celebrations. The video is fueling the hearts of romantics everywhere, and the minds of skeptics, too. Is it a real proposal? Clearly there are Disneyland cast members involved, but is the happy couple acting, too?
That blurry line of reality is what keeps people coming back. It’s a true and tested tactic for viral advertising, as viewers never seem to tire of wondering “is this real?” What do you think? And does the chance of seeing a moment like this make you want to visit “The Happiest Place on Earth”?
