Walt Disney & the Future of Storytelling

25 Jan

So what is all the buzz about transmedia storytelling? Well, let’s just say that transmedia storytelling has become an effective tool for marketing. Everyone and every brand has a story but how are these stories told across the different media platforms? Although several different brands choose to use stories to communicate their messages, I tend to favor the Walt Disney Company! I am a big fan of Disney and yes, I do believe that it is the most magical place on earth!

What does the Walt Disney company do so well when it comes to transmedia storytelling? First, they are able to effectively communicate the different components of their stories. The company creates characters and they are integrated across multiple media platforms. Let’s consider Disney Junior and the new princess, Sofia the First. Her story graced the pages of her own hardcover book and was later premiered on the Disney Junior channel in November 2012. There was a Facebook page and Disney Junior even held a “Sofia the First Twitter Contest” which presented the winner with a $1000 royal shopping spree in honor of Sofia. As a way of integrating her into the theme parks, she will be making her way to the Disney Junior Live on Stage at Disney’s Hollywood Studios some time this year (or at least that is what cast members told me in December). Disney Junior even extends their storytelling through mobile apps, online games, and online stories.

If anyone has been lucky enough to visit the new Fantasyland at Walt Disney World, you are able to see exactly how the company embraces storytelling. It takes a lot of careful planning and wonderful imagineering to create such stories. However, when you actually think about it, parents and children play a big role in the transmedia storytelling. The new Enchanted Tales with Belle almost always has a 90 minute wait unless you are lucky enough to be one of the first ones in line during morning extra magic hours. With this fairly new princess experience it is not an actual meet and greet but it offers a chance for little children to become an actual part of Belle’s story. Each child plays a role and a PhotoPass photographer is taking a million pictures. The parents are given a PhotoPass card and all of the photos of the entire experience are available for viewing and purchase. The parents are so thrilled and impressed because they actually were able to try out the new attraction so they eat up space on the social media networks by sharing photos on Facebook and Twitter. It’s digital distribution at their fingertips!

Enchanted Tales2                                   EnchantedTales

I think Walt Disney is the future of storytelling. The company appears to use technology and transmedia storytelling very well. I believe the best has yet to come!!


One Response to “Walt Disney & the Future of Storytelling”


  1. Karen’s PR & Social Media Blog » #Freberg13 Student Blog Highlights: Transmedia Storytelling, Client Meetings, & First Guest Speaker in Class - January 26, 2013

    […] focused her transmedia storytelling post on Disney – which definitely was fun to read.  Natasacha also mentioned how Disney has incorporated these principles into their brand and telling their […]

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