Let the Memories Begin: The Case for Castle Graffiti

Disney's new marketing campaign, Let the Memories Begin, announced yesterday live from New York and on-line everywhere, laid an egg not gold, not jumbo, but round and smooth and rotten, according to a growing chorus of disappointment and dismay from the many people hoping for something more than another gimmicky park promotion.

Here's the hoopla:

If you send Disney your vacation photos and videos, they might use them in television, print, or on-line ads. Your chances of becoming the star, as Disney spins it, are astronomical, and you'll likely have a lot of paperwork to sign. That part of the announcement is harmless. The second part, however, has generated much negative feedback: next year, Disney photographers will take snapshots of guests in the parks during the day and then Disney will project some of those images on the walls of Cinderella Castle that night.

It's textbook marketing intended to make guests feel as if they're really part of the magic, which has been Disney's goal from the very beginning, but unlike previous campaigns this one mars the pristine, immaculate beauty of Disney's icon of icons, Cinderella Castle.

Remember all the folks who had a conniption when the company slung the Tron skins over the monorails and made them look like impurities flowing through Disney's magical veins? Projecting pictures on the Castle must, to those people, seem as if Universal blackened Cinderella's eye and bloodied her nose.

I'm with them.

When I'm at Disney World, I don't want to see your vacation pictures, and I especially don't want them projected to gigantic proportions as graffiti on the walls of Cinderella Castle. I'm sure your pictures are lovely. But the Castle is lovelier, and I'm paying to see it beautifully lit - not as a canvas for Uncle Buster mugging with Mickey.

Putting aside the merits and demerits of Let the Memories Begin, even supporters must concede it's a big let-down. Quite a few folks expected a spectacular announcement, perhaps a new Marvel theme park, and Disney did itself no favors by setting everyone up for a stunner and then delivering a light pat on the head and the vaguely patronizing promise to make you the star of this campaign. I'd rather have an extra magic hour.

I'm also skittish about putting pictures of my children, with their names and other details, on a public Web site, completely out of my control, where anyone can look at them and download them. The trivial gain simply isn't worth the exposure.

Will others do it? Absolutely. By the tractor trailer load. Only a trickle of Disney guests pay attention to fan sites and blogs. Most aren't aware of them. They're only aware of Disney, what Disney serves them, and what Disney tells them. I already got e-mail this morning from Disney inviting me to take part in Let the Memories Begin (and become its star!). Millions received the same e-mail. Many will respond with pictures and videos.

I don't think Disney was prepared for the yells and yawns that met its 'big' announcement, but as a company run by smart people it is aware that the harsh, knee-jerk reaction will fade, mostly unheard, and many of the complainers will submit their pictures, grumble, look hopefully at the Castle during their next visit, and then grumble some more.

I've already lost my grumble. It's a dumb idea. It'll happen. It'll be over. Life goes on.

And, by the way, I'd look marvelous up there on the Castle.

Contact the Author: Bob McLain

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