Walt Disney World will introduce a new, time-saving
technology for its visitors this spring. Visitors will have a bracelet that
stores information for their stay such as admission ticket, room key, credit
card and personal identification info. Guests will also be able to make
purchases with a tap of their new bracelets.
Enter: big brother. Is this too much? Should a theme park,
no matter how whimsical, be able to track guest behavior and act accordingly?
From a marketing and PR standpoint, this is a fantastic move
by Disney. Analyzing consumer behavior is the seed of all flourishing campaigns
and this offers a cost-effective, simple and extremely swift way to profile
guests.
The information stored on the MagicBand is completely up to
the visitor; as a parent, if you don't want Cinderella to come say hello to
your daughter on her birthday, that's up to your discretion.
MagicBand's addition to the park will keep them up to speed
on new technology and *hopefully* avoid any future personal information
pitfalls. I suggest the PR team come up with some preventative crisis
management for this one...
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