By: Michaela Stuart
Make-A-Wish with Disney Owned Media Example
1. What the brand did
Disney Parks donated five dollars to Make-A-Wish (up to one million dollars) for every “ear photo” someone shared on social media (Facebook, Instagram, Twitter) with the hashtag #ShareYourEars
2. Who do you think the brand is trying to reach
Disney and Make-A-Wish is trying to reach any customers who are supporters of Make-A-Wish and customers who have visited or plans to visit one of the Disney parks
3. What audience problem it’s trying to solve; value it adds to customers
Disney is trying to show their support for the Make-A-Wish program. (service)
4. Why it makes sense for that brand to do
It makes sense for Disney to pair up with Make-A-Wish because since the majority of people who attend/want to attend Disney is little kids. This ties in with Make-A-Wish because the company is granting wishing to children who have a terminal illness.
5. Whether is most closely resembles/primarily involves owned, earned, or paid media.
This campaign would fall under earned and owned because the consumers are the ones posting the images with the hashtag (earned). But, also owned because Disney will be the ones posting the images on their personable social media.
(Owned, Earned, Disney, Make-A-Wish, These are my tags)