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Disney Goes Gowalla

Originally posted: November 18, 2010 by Kenny Eliason. Leave a comment
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Disney GowallaAn article from Mashable.com.

Disney has decided to partner with location service Gowalla — rather than Facebook or Foursquare — for an immersive location-based campaign to help people explore its flagship Disneyworld and Disneyland parks.

The Gowalla/Disney partnership focuses around custom Passport pages that not only show off Disney-branded stamps (Gowalla’s version of Badges), but also a photo and check-in stream. Gowalla’s Disney page also offers Disney-branded pins that users can earn by completing specific trips within Disneyworld and Disneyland.

This isn’t just a few stamps and a check-in stream, though; Gowalla and Disney have created hundreds of stamps for rides and locales within the two parks. Everything from the fireworks shows to “Finding Nemo – The Musical” offers a stamp or pin that you can earn by checking in.

This is a major win for Gowalla; Disney is the world’s most-recognized entertainment brand, and any form of promotion by Disney should drive new users and extra attention to the location-based service. It’s struggled to keep a high profile in the face of stiff competition from Foursquare, which raised $20 million earlier this year, and Facebook, whose Places feature recently got a new deals platform.

Neither Foursquare nor Facebook seems suited for creating the type of exploration experience that Disney likely wanted to deliver to its audience, which is why the Gowalla partnership makes some sense to us. Still, location is far from mainstream, and it’s unclear how many people Mickey Mouse can drive to adopt the check-in.

 

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Published: November 18, 2010
Updated: March 25, 2017
Headline: Disney Goes Gowalla
Image: Disney Gowalla Height: 411 Width: 450

Publisher: NeONBRAND
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About the Author
Kenny Eliason
Kenny Eliason
Having grown up the son of a marketer, the skills of the trade are pumping through his blood. When you couple that with his programming and computer knowledge, you get an explosive combination. Kenny has been an avid digital marketer for over 6 years now, often being the first to recognize the hottest trends coming to the market.In his free time, Kenny loves downhill mountain biking. He calls it his "old man sport" since BMX was what he did as a teenager and it's not quite as easy to ride those little bikes anymore. Kenny is also a huge technology enthusiast, specifically when it comes to Apple products - did someone say, fanboy? Those close to him are often asking for help solving tech-related problems which often results with them saying, "man, you can fix anything!"
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