Group Discussion Week 8-Group 4

Disney’ PESO Model

Wang Xin

Niu Yunyi

Shi Congshuang

Tan Xiangling

Liu Xinyi

Zhu Jiaqi

Owned Media

Website (Disney.com)

• Disney’s official website is a comprehensive platform for information about its movies, TV shows, merchandise, trailers, and theme park to keep fans updated and informed about its events.

Media Channels

• Disney+ (Disneyplus.com)
• Disney+ offers its own original movies, TV shows and other video contents. It allows users to view the up-to-date series with personalized recommendations based on users’ viewing history and habits. There are plans for VIP users and they offer more exquisite viewing services.
• Social media channels
• Disney engages actively with fans on multiple social media platforms like Instagram, Twitter, Facebook and TikTok, where it shares a variety of contents for promote and engagement. By 27 Oct, 2024, followers of Walt Disney Studios on YouTube has reached 4.57 million, and of Disney Plus, 1.68 million.

Theme Park

• Disney’s theme park has been all around the world, transporting guests into Disney’s films and characters. It offers an immersive environment that enhances the brand’s storytelling and image. Disney parks also offer a wide range of merchandise related to its characters and brand, which not only promote the brand, but bringing streams of revenue.

Earned media

Social Media Sharing of Theme Park Experiences

• Disney’s theme parks attract visitors through unique experiences, and these visitors share their experiences on social media, further expanding the brand’s influence. For example, the opening of Shanghai Disneyland attracted many visitors who shared their park experiences and photos on Weibo and WeChat, becoming organic promoters of the brand.

Media Attention from Successful Films and Streaming Business Profits

• Disney’s film division has recently performed strongly, with “Inside Out 2” becoming the highest-grossing animated film of all time. This achievement was widely reported by major global media outlets such as The New York Times, The Guardian, and The Hollywood Reporter. These reports enhanced Disney’s brand awareness and sparked widespread discussion and sharing among audiences on social media. In addition to films, there have been other positive reports, such as Disney’s streaming business (including Disney+, Hulu, and ESPN+) achieving quarterly profitability for the first time, reaching $47 million. This achievement was widely reported by major financial media outlets such as The Wall Street Journal and Bloomberg. These reports not only enhanced Disney’s brand image but also attracted the attention of investors and consumers. Users discussed Disney’s streaming platform content and services on social media, further boosting the brand’s influence.

Paid Media

Using out of home media, especially creating the panoramic advertising scene in the pubic places. 

• For example, Disney had gathered thousands of pictures from the netizens who posted their Happy-Disney moment on the internet under the activity tag. Then Disney uploaded those pictures on the big screens around the subway for everyone to appreciate. Another example is from a New York shopping mall. Then a projection device was installed. Whenever a passerby passed by the entrance of the Magic Shop, a Disney character shadow automatically appeared on the door. Such immersive out of door advertising is also in line with the concept of “dreaming”, which is the Disney's core business value.

Search Engine Advertising

• For many brands, greater weight under the search engine keywords can effectively improve brand communications. However, for a brand who has already gained a bunch of loyal customers, how to reduce costs and increase efficiency is the most important issue they need to consider. The collaboration between Disney and search engine company will be more than page ranking and bidding process. Recently, Disney raised up their steaming ads capability linked to Google and the Trade Desk. The presentation of Disney adverting apartment announced that “Disney’s goal is to empower advertisers to transact with the freedom and flexibility that best suits their business needs"

Social Media Ads

• Disney advertises on social media and streaming media platforms with pictures and videos. Splash ads on social media. Interstitial ads when pausing or switching videos on streaming platforms. For example, Tencent video and youtube.

KOL advertising

• Cooperate with influential celebrities. For example, celebrities were chosen to be “Honorary Residents of Zootopia” at the opening of Shanghai Disneyland's Zootopia Park. Disney also invites online celebrities to experience the park and post their experience on social media.

Shared Media

Charity

• Disney uses its media platforms to promote philanthropic connections and partnerships with a variety of non-profit organizations. For example, a long-standing partnership with the Make-A-Wish Foundation grants wishes to children with serious medical conditions and highlights these stories through a variety of media channels. In addition, the Disney Conservation Fund supports wildlife conservation and education programs worldwide, while the company's Community Fund focuses on local and global initiatives.

Sponsorship

• Through ESPN, Disney sponsors numerous sporting events that promote healthy lifestyles and community involvement. RunDisney events, for example, encourage participation in fitness and often donate proceeds to charitable organizations. In addition, Disney supports environmental efforts by sponsoring Earth Day events and cleanups.

Social Media

• Disney is active on several social media platforms, including Facebook, Instagram, Twitter, and YouTube. They share various content, from film trailers and behind-the-scenes footage to interactive posts and fan art. This interaction helps Disney stay close to its audience and encourages user-generated content. For example, during the release of Frozen Ⅱ, Disney’s Instagram account was filled with character profiles, film clips, and interactive stories that encouraged fans to share their feelings. This strategy not only kept viewers engaged but also created a lot of buzz about the film.

Influencer Engagement

• Disney works with a wide range of influencers, including actors, musicians, and social media personalities. These influencers often share Disney-related content on their platforms, such as attending premieres, visiting Disneyland or promoting new releases. For instance, Disney has partnered with a renowned social media influencer and magician Zach King to promote the film Aladdin. Zach King is known for his creative and magical video editing. And he produced a series of magic videos inspired by the film. These videos were shared on his social media platforms, attracting attention from millions of fans, thus successfully helping promote the films.

Partnerships

• Disney has strategic partnerships with various brands and organizations. For example, they partnered with LEGO to produce Disney-themed LEGO sets covering many popular films and animated characters. With interactive experience zones set up in Legoland and Disneyland, fans can participate in hands-on LEGO building activities and experience the Disney-themed world of LEGO. It was also promoted through the social media channels of both companies, triggering resonance with fans of both sides .