Are you 23?

| January 11, 2009 | 8 Replies

It better be something good – that’s all I’m saying.

Disney has started another viral campaign aimed at generating buzz on the internet.  A few weeks ago, it was a viral video where a persons name would seemingly appear throughout locations at the Magic Kingdom – highlighting the “What are you Celebrating” campaign.

Now it’s “Are you 23?”.  Posters around theme parks in both Anaheim and Orlando ask that simple question – followed by “March 10, 2009”.

Of course, everyone on the web is asking the question “What does this mean?”.  Well, no one knows and Disney is showing itself at being particularly adept at keeping its secrets.  Something it doesn’t have a great track record with in recent years.

Some speculation revolves around the 70th anniversary of Pinnochio – which occurs on March 10th.  One poster on speculates that 23 classic Disney films will be released on Blu-Ray disc on that date.  The Blu Ray rumor got some credibility when Pixar’s John Lassiter showed up a Sony Blu Ray presentation at this years CES (Consumer Electronics Show) – to tell Sony what a great job it did on the technology.  (See for more on this)

While Disney may be getting good at using viral technology to increase it’s marketing, I’m not sure they’ve learned how to manage the expectations of a rabid Disney fan base that will spend the next two months speculating.  By the time March 10th arrives, fans will be so whipped up into a frenzy, that short of announcing they’ve purchased Australia and are turning it into a theme park and giving everyone free admission – people are going to be disappointed.

I can promise that if it’s something like 23 films released on Blu Ray – torch wielding villagers will most definitely storm the castle (pun intended).

Like I said – this better be good.

Category: Editorials

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