Disney’s Virtual Magic Kingdom = Tomorrow’s Marketing

Tim O’Reilly, founder and CEO of O’Reilly Media, Inc, takes a look at Disney’s Virtual Magic Kingdom and the way is combines the virtual world with the real world.

what’s really interesting is the way that Disney based the structure of
the world on the real-world theme parks, and how rooms and avatars are
modeled on real-world Disney attractions. Games allow kids to
experience — and by their reactions, even help to design — coming
attractions. It’s a world in which Paul Yanover, the head of the group
that developed VMK, says "people swim around in our iconography and
brand."

This creates the perfect match of marketing and fun for Disney. They use VMK to introduce new concept and attractions and build brand loyalty from the start.

Of course, this integration isn’t happening just with VMK, Disney has Playhouse Disney, a preschool level program, and Disney ToonTown Online, another virtual world Disney created.

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4 thoughts on “Disney’s Virtual Magic Kingdom = Tomorrow’s Marketing

  1. BellBoy

    The entire VMK experience is a branding process like no other I have ever seen. My kids and I play almost everyday, emersing ourselves for an hour or two in the Disney Theme Park experience at home.
    They have created an environment that breeds online communities centered around nothing else but the Disney brand. Everyday these people log on to touch and feel the Disney Brand; a true marketing dream. As with all the other distribution channels they pump the marketing through to the customers from every angle, but here it is very very innovative.
    VMK is now a year old (Beta started a year ago this week) and we have seen nothing but incredible innovation from the folks who run it. I hope that Disney management sticks with it, keeping us all coming back everyday to check for new things to earn, play, and people to meet.

  2. Samantha

    VMK is so awesome! My characters name is PrincessSamy and a totally recommend this online wonderworld! I play almost every day and what makes this website so great is that it is just like the real Magic kingdom complete with disney trade marks, rides, and so much more! I go to disney world every summer (since i am FL> resident) and i really love disney! I think disney magic is beautiful and it is definently something that I want my children to expiriense when i grow up! just anyother master peice by disney! way to go disney!

  3. Samantha

    VMK is so awesome! My characters name is PrincessSamy and a totally recommend this online wonderworld! I play almost every day and what makes this website so great is that it is just like the real Magic kingdom complete with disney trade marks, rides, and so much more! I go to disney world every summer (since i am FL> resident) and i really love disney! I think disney magic is beautiful and it is definently something that I want my children to expiriense when i grow up! just anyother master peice by disney! way to go disney!

  4. Alexandria

    VMK Indeed Is Cool,My User Name Is AceRadg,The Items Are Pretty Cool,Of Course Being Rich Helps 0_0

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