Disney to broaden location-based services in next six months: DMA2010

Share this content:

The Walt Disney Company will offer deeper location-based services in the next six months to broaden its entertainment experience and to become “site location-aware,” said AJ Rhodes, director of strategy and marketing at Disney.

Rhodes described the strategy October 11 at the DMA 2010 Conference & Exhibition in San Francisco, adding that radio and theater are prime targets for Disney's initiative.

"We want localize the experience," said Rhodes, adding that the company wants to provide special offers and bonus content via mobile.

He said the company partnered with Verizon late last year to create "Mobile Magic," Disney Parks' first mobile application.

Rhodes added that Disney has tracked more consumer engagement from a mobile web environment than from downloadable mobile applications. He said marketers must add value to their messaging to effectively retain customers in the mobile space.

"You have to clearly define what you are after in a mobile experience," he added.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above