Disney’s Fantasyland Sweepstakes Pays Lip Service to Mobile

Disney Stores’ new sweepstakes offers a vacation getaway for 5 days/4 nights to the New Fantasyland® at Walt Disney World® Resort. Nice! Fantasyland is the biggest expansion in Magic Kingdom® Park history.

Daytime Phone = Mobile Phone?

Disney does a great job of setting up a simple mobile website to promote the sweepstakes and offer a mobile form for entry. What I found particularly interesting is that Disney doesn’t ask for a mobile phone number as part of the entry. It’s a mobile site, right? And you’d think the customer must be mobile savvy? Instead they ask for a “Daytime Phone.” Not “Home Phone” or “Office Phone,” but daytime phone. In this mobile age, what is your daytime phone? Home phone? Work phone? Or is it an indirect way of asking for your mobile number? If so, why not just ask for the mobile phone? After all, if you enter the sweepstakes and win, wouldn’t you like to be informed right away?

Is Disney’s Mobile Marketing on Auto-Pilot?

If they’re on auto-pilot and creating a mobile site with a standard form are part of the process, then what else are they missing? It makes you wonder if Disney marketers are making good use of the database of mobile numbers they can get or if they’re avoiding having to create a new campaign for mobile marketing. Why set up a mobile sweepstakes site, if mobile marketing isn’t part of the plan? Are marketers just paying lip service to mobile? Or is it a missed opportunity to capture the most important number in a customer’s life?

What do you think? Comment below.

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