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Park Operations
www.parkworld-online.com
Five Web 2.0 tools to engage your guests
employees. Wells Fargo has created
Stagecoach Island to teach financial literacy
to young people. Real world brands and
retailers use SL islands (store fronts) to tell
their story in another dimension that will still
draw customers to e-commerce and real
world sales. Imagine what kind of story your
attraction could tell in a virtual world in which
anything can be created, including negative-
gravity rides?
3) Video is a powerful viral medium.
Inspiring visitors to capture video of
themselves, friends and family within your
venue allows them to create content. Their
New Web 2.0 applications are released story, told in their own voice, adds a personal interact with an attraction, promote a
seemingly every day and it’s hard to keep layer of connection with the sense of place. particular retail item that needs to be moved
track of them. However, here are five key People will grab video on their cell phone, out of inventory or add another layer of
creative tools being used right now: and then post it on sites like YouTube. This content to which visitors can interact over the
site is also a great place to run ads on your course of their stay?
1) MySpace has become one of the hottest theme park or retail location. But why not 5) Short Message Service (SMS), or text
viral websites. The key to its success, and the also erect screens and other displays in your messaging, can be used to provide
hook to watch for when using this site as a theme park so visitors can view and share the immediate interactivity with a company’s
marketing tool for your location, is that content while they are there? Setting up message and then build continued
certain MySpace pages belong to individuals, competitions will ignite visitor creativity. relationships. By texting from their phones, for
rock groups, or other celebrities who are Visitors can vote right then and there on the example, customers can receive a free gift
known as ‘influencers.’ Get them to speak video or ‘tag’ it by writing comments. The coupon or special offer. An interesting
out about a cool experience they had at your video and commentary then become part of application, Gumspots.com, offers companies
park, and watch for the buzz. your location’s website content and video a mobile phone-related Web 2.0 experience
2) Second Life (SL) is virtual world where archives, and an attraction in its own right on allowing them to create communities among
people create their own islands, commune, the day. their customers. With compelling content, this
listen to concerts together and buy and sell 4) Bluecasting or placecasting takes the can be a good way to connect with your
real and virtual products. This world has its video phenomenon to the next level, allowing guests both in the park and once they leave.
own currency called Linden Dollars. These visitors to download video, promotions, SMS can also act as a fun distraction to long
can be converted to ‘real’ world currency. Big information, maps etc directly from a event or ride queues, getting visitors engaged
name brands like Nike and General Motors billboard to their phones using the bluetooth in a theme park’s story by texting in responses
have established islands to connect with wireless capabilities installed in most mobile to quiz game questions on their phones.
consumers. IBM looks to Second Life as a phones nowadays. What creative ways can Visitors can win a soft drink, free tickets etc,
platform for its expansion into 3D world this technology be used to move visitors all while having fun, competing with friends
communications to its customers and to its through a real world space, have them and with others in the queue line.
Case Study Disney Extreme Digital
Disney Extreme Digital (disney.go.com/dxd/) is This is a very Web 2.0 site, but it is still
a website that invites users to play in virtual focused exclusively on aggregating existing
worlds, personalise content, watch and share Disney developed content. Missing are tools
videos and play online games including the that allow guests to share their own creative
Pirates of the Caribbean massive multiplayer games using Disney characters, or share
game. Disney CEO Robert Iger has positioned video of their favourite ride and manipulate
the site as a place "where we invite our guests Disney content to create their own stories.
to become part of our stories." Oh, and the site is only available in the US
You get to choose your favourite movies, for now.
music, games, gadgets, badges and stickers It will be interesting to observe what Disney,
and collect them in one place – your a company that diligently protects its brand,
“backpack” – and then transfer tthem to as messaging and content, does with the growing
many as five channels. These channnels are you can all share and meet one another and population of consumers who expect and
then available to your friends and to others so show who you are. demand to contribute their own content.
40 JUNE 2007
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