Disney uses Google Goggles

Disney Parks recently launched this eight-page print campaign in Real Simple magazine, which makes use of Google Goggles (GG).  Lots to discuss here.

First, when the last page of the ad is scanned using GG, the reader is provided with three options to choose from: 1) Dream Portraits - Behind-the-Scenes, 2) Walt Disney World Resorts and 3) Wall-E. Touching on the fist option brings the reader of the advertisement to a mobile website that offers information and videos on the creation of the Annie Leibovitz images, which are used in the print ad. Touching on the second option, the reader is brought to a Google search page, which has "Walt Disney World Resorts" as its first search result. Touching on the third option, the reader is brought to another Google search page, which has "Wall-E DVD" as its first search result. Questions to the mighty Walt Disney marketing team: What do Pirates of the Caribbean 4 character images have to do with Disney Parks? Why link readers to a search results page if options two and three are selected? What does the Wall-E DVD have anything to do with Disney Parks and/or Pirates of the Caribbean 4? A lot of messages and themes going on here and while I realize all of the Disney movie characters and theme rides reside at the Disney Parks, the signal being sent is just not clear.

Second, from a 2D barcode perspective, why place the instructions for using GG on the bottom of the very last page of the spread (see last image below)? For all intents and purposes, I was done with this ad by the fourth or fifth page. It's only because I happened to notice the GG icon on the last page (and know what it stood for) that I bothered to take a further look. In actuality, I should have ignored it, because this campaign is simply not worth the effort, especially if GG is not already installed on one's mobile device.

Third, there is no call to action, no value, no real benefit for a reader of the ad to engage with it. You want to get a reader to a park, give them an incentive like a travel package discount, something, anything. There is none of that here.

Fourth, why use GG, as opposed to a 2D barcode? Is there something that GG can offer or deliver for Disney and its prospective customers that a 2D barcode can't? Judging from the ad's interactive experience it certainly does not seem that way. Is Disney making use of GG anywhere else, like in the parks, hotels, etc.?

In summary, I can't imagine the cost of this ad versus the expected ROI. With so much potential to make for a truly engaging interactive/mobile experience, Disney does not deliver with this campaign. Better luck perhaps with the release of Pirates of the Caribbean 4

2D Barcode Litmus Test: FAIL

1 comment:

  1. AnonymousMay 28, 2011

    What's this campaign about?

    How print, illustration and design DON'T need to be muddied up with a QR or 2D codes.

    It's about art, design and then delivering ancillary film/promotion content from mobile as an extension of the print, not as a separate call to action. It's about attracting advertising Creatives to Goggles.

    No one is looking (or needing) any consumer level ROI from this. It's a bit like Microsoft TAG's early campaigns to just get agencies to start thinking about how to use their platform.

    This campaign seems to be about attracting high level print Creative teams to the format. In that sense, it should work and it's ROI may be enormous, just not from consumers, but on a B2B level.