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'MagicBands' open a new world of marketing for Disney

October 7, 2013

Disney's MyMagic+ project could have Mickey Mouse tracking park visitors' spending — opening vast marketing possibilities for the entertainment giant, according to an article on orlandosentinal.com.

With MyMagic+, park visitors are given rubber bracelets, dubbed MagicBands, embedded with RFID microchips. Guests can use the bracelets to do things like unlock their hotel room door or pay for food within the park. The bracelets will allow Disney to track where visitors go, how they spend their money and what they like to eat — ultimately using that information to deliver personalized marketing.

Jay Rasulo, the Disney Co. chief financial officer, said that MyMagic+ will allow Disney to sell "services that we can now offer on a personalized basis, because we know who you are, where you are and — if you tell us why are you are coming to visit Walt Disney World for this vacation — whether you're a first-time visitor, a 50th-time visitor, it is your child's fifth birthday, it is a graduation, it's an anniversary."

"The more you share with us as a guest, the more we are able to tailor services and, we think, get a lift in selling those services," Rasulo said.

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