Disney D23 - The Disney Fan Dream

On March 10th 2009 Disney opened their doors to their dedicated fans by creating the first ever official community for Disney fans. They named it D23 after the year 1923 when Walt Disney himself began his dream and opened Disney Studios.

So why D23??
Disney President and CEO Bob Iger states on the D23 website....

"At Disney, we're known for having a fantastic legacy built on timeless storytelling, beloved characters and unforgettable experiences," Bob said today at the meeting. "But equally important to the Disney legacy are our fans, who keep the magic alive by passing on Disney's timeless stories generation after generation. As a way of saying 'thank you,' we've created D23. We hope you'll join us as we celebrate our fans everywhere and share the magic of Disney's past, present and future."

Membership for D23 includes:

- Disney Twenty 23 quarterly publication

- Membership card

- Disney collectables

- Advanced screenings

- Disney film gatherings

- D23 annual expo

The D23 Expo:

Sept 10^th 2009 at the Anaheim Convention Center marked the first D23 Expo convention. The convention was held for D23 members only offering them a variety of entertainment and information about the beloved company. The convention also featured a sneak peak of Disney’s newest the Princess and the Frog. Mickey and Donald were there along with big celebrity appearances such as Miley Cyrus, Robin Williams, and Johnny Depp.

So How Did D23 Do with PR?

- They used their website for details and applications for convention

- Twitter account for D23 members and all of twitter followers to follow

- A Facebook page for members and of D23 to discuss the big event

- A spread in Business Week

- Articles in various newspapers

- Many Media hits

What I would recommend...
- Promote D23 in their theme parks. Some of Disney's biggest fans are in their parks all of the time. I also think that direct mail should have to those who are valued returning customers andstay at Disney Resorts.
- Perhaps D23 should have promoted in hotel rooms, and other Disney conventions. Disney did get a great turn out for this event, and did an excellent job getting the word out there. I think that a more personal approach for targeting their biggest fans.