Disney Keeps It 'Real' via UGC

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Disney is trying a new marketing strategy: user-generated content. The iconic brand is introducing a campaign — dubbed “Let the Memories Begin” — that incorporates photos and home videos of consumers visiting its parks and resorts.

As the name suggests, the effort focuses on the memories families create when they visit Walt Disney World and Disneyland. Disney hopes consumers will relate to the people in the ads since they’re not actors, but real families that have shared their experiences.

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