Digital thoughts on Disney’s re-launch of the Muppet brand
The Muppets are coming (back). The Muppets are coming (back). Disney, the company that bought the franchise in 2004, is in full-court press mode to rejuvenate this rascally brand of entertainment. While I’m interested to see how Kermit, Miss Piggy, and the Swedish chef will re-enter our lives, I’m equally interested to see how the company plans to incorporate the multitude of new branding channels into its re-launch strategy, specifically all the new digital channels that have arisen since the first generation of Muppet aficionados tuned in over 30 years ago (a non-digital generation, by the way). Disney being Disney, the company is well aware of what it means to keep a brand’s promise alive, no matter how the marketplace changes. And, Disney being Disney, it appreciates the fact that consumer feedback is the first and best way to ensure that the brand lives up to, if not exceeds, this promise to consumers. Technology savvy as it is, the company is well aware that digital tools and tactics are incredibly effective and efficient vehicles for listening to consumers and giving them what they want in a brand experience.
For example, in my newest book BrandDigital, I write about an application on Disney.com on which moms – or as Disney appropriately says, “people who serve the mom role in the family” – can log in and talk to each other about the experience of taking families to Disney theme parks. As part of this online initiative, a rotating panel of moms offers up practical advice on everything from planning a Disney vacation to dining, shopping, and navigating the lines at the most popular events and rides. The home page features a changing list of the five most frequently asked questions. Moms engage with Disney and, more important, they engage with each other sharing advice and insight only those who have been-there-done-that would know. Disney understands that word-of-mom is the most trusted form of word-of-mouth and, like all smart brands it uses digital technology to monitor the user experience and to act on what it hears to make this experience more enjoyable.
I’m not quite sure what Disney has in mind for its Muppet comeback strategy, but I can almost guarantee that digital will play a major part, not just for getting the right message to the right audience via the right digital applications, but to formally track what’s being said and experienced as a result. Whether you see Miss Piggy posters on the walls of social media pages, see Kermit crooning on YouTube, or be able to search for Swedish meatball recipes on Google, Disney will figure out how to get the message out and keep close tabs on what we think of its efforts. Given that the generation they’re hoping to reach uses digital technology as its primary mode of communication, I’m sure the brand will hear how it’s doing in a cyber-second.
October 13th, 2008 at 12:54 am
As you rightly mentioned in your book that Disney is good with online marketing strategies – as with “Word of Moms”, I’m sure the Muppet comeback strategy will include lots of online engagement strategies, especially with the young ones. For starters, they just need to look at how JetBlue has utilized Twitter, to follow key customers and seek feedback – the cheapest way of doing market research. Moreover, they can participate in virtual worlds like Second Life, which is being targeted by a number of corporates too.
What do you think Allen? Where will Disney head?
October 13th, 2008 at 4:29 pm
Agree- think there is a big gap in the market for wholesome brand like the Muppets. The only brand that comes close is Sesame Street and Disney should be able to out market PBS with one hand tied behind their backs!