Cinderella Castle image

Disney has launched a new campaign at its US theme parks aimed at combining the worlds of social media and theme parks, dubbed "Let the Memories Begin".

From January 2011, guests will be able to see their own photographs projected onto two famous Disney landmarks - Cinderella Castle at Walt Disney World's Magic Kingdom and "It's a Small World" at Disneyland. Guest photographs and videos, which can be submitted via a range of online social media sites, will also be used in Disney's television, print and online advertisements.

Up to 500 photographs per day will projected onto the two attractions, as part of a brand-new nighttime show. A different set of photos will be shown each day, selected from pictures taken by PhotoPass photographers throughout that day at the park. High-intensity projection technology will be used to ensure that the pictures stand out against the unusual structures.

Disney is also asking guests to submit photographs, videos and text-only memories via a range of online methods, with the carrot of potentially appearing in a Disney advertisement. These will be showcased on the new Let the Memories Begin website, with the campaign continuing throughout 2011.

Photographs can be submitted via a range of methods, including:

Disney hopes that guests will share their favorite memories of its parks, such as a first ride on Big Thunder Mountain or meeting Mickey Mouse face-to-face. It has released the video to help encourage submissions.

Disney has enthusiastically embraced social media over the two years, with launch of a popular blog, multiple Twitter accounts and interaction points on Facebook and MySpace. It will kick off the "Let the Memories Begin" campaign this week with a TV commercial created using videos posted on its existing social media sites.


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