Social Media Marketing Strategy for Disney's Animal Kingdom that utilizes Foursquare and the up and coming Near Field Communication technology.

1. Disney’s Hakuna Matata Quest
Using Foursquare at Disney’s Animal Kingdom
Caitlin Bradley – ADV 492

2. Client History
• Opened on April 22, 1998 and is the fourth yet largest Disney theme park
• The entire park prides itself on animal conservation
• Currently ranked as the 5th most visited Amusement Park in the U.S.
• When DAK was first advertised, they used “nahtzu” (pronounced not-a-zoo)
• They have struggled to maintain this “nahtzu” vision in the minds of
guests
“Welcome to a kingdom of animals... real, ancient and imagined: a
kingdom ruled by lions, dinosaurs and dragons; a kingdom of balance,
harmony and survival; a kingdom we enter to share in the wonder, gaze
at the beauty, thrill at the drama, and learn.”
- Michael Eisner
past CEO of Walt Disney

3. S.W.O.T Analysis
Strengths
• 5th most visited Amusement Park
in the United States; 8th in the World
• Incorporating online media
strategies through e-mails, Google
Adwords and banner ads.
• High class guest service
• Incomparable entertainment
•High Brand Awareness
Weaknesses
• High premium pricing
• Often viewed as a zoo, not a
theme park
Opportunities
• Increase usage of social media,
including Twitter and Foursquare
• Addition of interactive games
throughout the Park
• Interactive website
•Use of Near Field Communication
Threats
• High competition with Universal
Studios and Sea World, especially
after the grand opening of The
Wizarding World of Harry Potter
• Economic recession

4. Creative Brief
Foursquare - Places
Guests will check-in and register their
team at the Outpost upon arrival within
the park
Trail guides will help them set up for
their quest and give them the necessary
tools; including a map, pins and pouch to
hold all of their findings along the way
There will be eight check posts
throughout the park; the teams will
utilize Foursquare and the help of Disney
characters to find these spots
At each check post, the teams will use
their smart phones to check-in while
earning points, learning fun Disney facts
and being rewarded with prizes

5. Creative Brief
Foursquare – To-Do
Teams will be given hints throughout the
day from Disney characters and cast
members via Foursquare To-Do
Using these hints and the map given to
the guests by the trail guides, the teams
will be able to travel their way through
Oasis, Dinoland, Asia, Rafiki’s Planet
Watch, Africa, Camp Minnie-Mickey and
Discovery Island

6. Creative Brief
Foursquare - Badges
At every check post, the teams will use
their smart phones and Near Field
Communication (NFC) to connect with
Foursquare
Each check post is worth a certain
amount of points and every team will
earn both a Foursquare badge and a
similar pin to add to their collection
Certain check points have extra magic
prizes that will be awarded to teams,
including fast passes*, coupons or special
meetings with characters
*Using NFC, the teams smart phones will
be turned into fast pass tickets

7. Disney’s Hakuna Matata Quest allows you, the guest, an
ultimate in interactivity with the characters, attractions
and entertainment! Join Timon and Pumba on a thrilling
safari through the seven areas of Disney’s Animal
Kingdom.
Register Your Team Today
Come on into the Outpost and create your team. Here
you will receive instructions regarding the quest and how
to find the clues. You will also gain all necessary
equipment, including a colorful map, pins and a pouch to
hold all the exciting trinkets you may find along your way.
Creative Brief - Website

8. Metrics of Success
We can track the success of Disney’s Hakuna Matata Quest by creating a
percentage comparing how many teams register per day with how many
guests go through the entrance gates
We can also utilize Google AdPlanner and other website measuring sites to
ensure our click through rates, average time on site and visitors continuously
increase
Use Foursquare Real-time venue stats to compare daily results
• Shows businesses the most recent and frequent visitors, the gender
breakdown of the guests and more information about each check-in
made per day

9. Media Plan Overview
Print Television Outdoor Direct Mail Social Media
January x
February x x x x x
March x x x x
April x
May x
June x
July x x
August x x
September x x x
October x x x x x
November x x x x x
December x x x
% of Budget 30 42 18 5 5

10. Questions?