The “Mr and Mrs Incredible” Disneyland Paris Campaign – My Two Cents

In this holiday season, the year is almost over and most of us are running like crazy to wrap up our work in time and to buy some gifts for our siblings and friends. Last week, the buzzword that stuck to my head was “Groupon” which finally landed to Montreal. In the meantime, I ate a bad meal at a restaurant I went because of a Tuango ticket I bought two months ago on an impulsive buying move (damn marketers!). Therefore, I won’t discuss about Groupon since you should already be fed up with that news! Instead, I decided to give you my two cents, as Kent Brockman would say, about a marketing campaign that has landed in Europe earlier this year, that is to say, the “Mr and Mrs Incredible” Disneyland Paris campaign. So let’s jump feet first.

The situation

It is a well-documented fact that Disneyland Paris has had financial difficulties since its creation in 1992, due to unclear managerial objectives, strategies and goals, a questionable location and a ferocious nearby indirect competition. However, at the beginning of July 2010, Disneyland Paris decided to launch a marketing campaign that caught my attention, but unfortunately it caught my attention after I went to Paris in June 2010.

The campaign’s idea

As part of the Disneyland Paris 2010 campaign, multiple emails where sent to influential bloggers that may help to spread the word that Disneyland Paris is changing. Here is the message that was sent to some of my fellow bloggers in the United Kingdom (UK):

“Mr and Mrs Incredible will be landing in your Facebook Page to celebrate the New Generation Festival in Disneyland Paris. Even worse: they kiss at the end. In front of all your friends.

Go to, choose your favorite characters and make them land in your Facebook page, for the best and mostly for the worst. This is gonna be rough!”

The micro-website for the Disneyland Paris campaign
The micro-website for the Disneyland Paris campaign

The micro-website for this campaign offers you to make one of three groups of characters land to your Facebook account in an unconventional way, and in one of four languages (French, English, Italian and Spanish). However, I must admit that the selected URL for the campaign is not really a good choice, but it could have been worse for sure compared to some micro-website URLs I can observe at metro stations every morning. Furthermore, the creative usage of Facebook connect (see the video below) is hitting you right in the face whatever your nationality is. Furthermore, aside from the creative aspect of this campaign there are multiple points of discussion concerning the positioning of this campaign that could be taken in consideration to judge the effectiveness of this campaign.

Point 1 – The competition

When individuals/tourists are flying to Paris, it is generally not to visit an amusement park but more to visit museums, monuments, and/or to enjoy the shopping, the great food, the crazy metro and the French accent. Thus, putting Disneyland Paris on the consideration set of tourists and also Parisians is not an easy task, especially since amusement park are not as present in the European tradition as they are in the North American one. Thus, for the emotional appeal, I like this campaign.

Point 2 – The 3Ws of targeting

Moreover, the 3Ws of marketing could be analyzed, that is to say: (1) when to target? (2) who to target? and (3) where to target?

When to target?

In the case of amusement parks, at the beginning of the season and maybe some time in the middle should be the optimal moment to launch a marketing campaigns, but most budget should focus at the beginning of the season. This campaign was officially launched on July 2nd 2010 which is in the middle of the season.

Who to target?

The teens, the kids or the parents? That is the question. So who is going to amusement parks accompanied with parents? The answer, kids with age lower than 12, which imply that most of their parents are aged between 25 and 40. Thus, targeting these parents may be the solution! And what about the teens? They are coming without their parents anyway, but they may be mainly local consumers. All in all, most of these consumers have Facebook and are heavily present online, which suggests that that the use of Facebook connect is an appropriate tool in this case.

Where to target?

So where to find potential visitors? Where are these people physically coming from and how to find them? For the 25 to 40 years old young couple, they may be mostly in France, but also in Belgium, Germany, Italy and Spain. Don’t forget the United States since they are rollercoaster fanatics. Thus, the campaign could have included a version for the Americans (US) and the Germans. I don’t think it would have taken that much time. And what about Japanese which you find everywhere in Paris? The problem is that they are not necesarily on Facebook but mainly on Mixi, which could be labelled as the Japanese Facebook.

Point 3 – The main objectives

For this type of campaign, there are mainly two objectives which are: (1) to increase the number of tickets sold for the amusement park, and (2) to increase brand awareness. The first objective is a short-term one, which is to sell more tickets for the amusement park right away before a potential bankruptcy can occur, while the second one is more a long-term one, which is to increase the amount of individuals talking about the campaign and the amusement park to eventually get into the consideration set of these individuals when they will be heading to Paris.


So what do you think of this campaign? If you would have planned a trip to Paris this year, would it have an impact on your decision to go to Disneyland Paris with friends, kids or family?

Enjoy the ride!


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A Brilliant Use of Automated Emails as an Online Marketing Strategy Made Me Buy a Hockey Shirt

I spent the last few days/weeks computing some R functions for automating a multiple variable selection of linear models using the LASSO and the SCAD penalties. It took me time to create my code, but at the end of the day, it is freshly automated and it is able to perform a statistical task in a few seconds which would have taken me days to run using standard statistical software.

And the Relationship with Online Marketing?

So what is the relationship with Online Marketing? Well, my automated program has allowed me to save time in the future, and that is exactly an objective that should achieve any organization who wants to take advantage of web features. However, these organizations should do even more than only saving time, they should also build online customer loyalty through automated programs. My latest example is related to a sport that I cherish, which is hockey. Living in Montreal, I have the chance to live in a city which is home to the team with the most Stanley Cups in the NHL history, the Montreal Canadians who played their home games at the Bell Center. I also have the chance to be 2 hours away from Ottawa (Ontario) where the Ottawa Senators play their home games at the “Scotia Bank Place” in Kanata, which is a few miles away from Ottawa. Over the last week, I attended a game in both of these arenas. This was the third time I went to Kanata to see a hockey game during this hockey season, and every time, a day before the game, I always receive an email similar to this one presented below.

“Dear Jean-Francois,

We are looking forward to seeing you on Game Day to watch the Ottawa Senators vs. Toronto Maple Leafs on March 6th, 2010 at 07:00 p.m.

Doors for Ottawa Senators games open at 5:30 p.m. for evening games, 11:30 for 1:00 p.m. games and 12:30 for 2:00 p.m. games.

Here’s everything you need to know to make your game day run smoothly.

• Scotiabank Place is a quick 15 minute drive from downtown Ottawa. Click here for directions and a map.
• Scotiabank Place Parking Tips
• Public Transportation


Before the game:
If you haven’t already received your tickets by mail, printed them on-line or picked them up, tickets can be picked up with the credit card used for purchase and photo ID matching the credit card at any Sports Experts location in Ottawa.

Paperless tickets:
If you selected paperless delivery, your tickets have been delivered to the credit card used for purchase. Bring your credit card used for purchase and your photo identification matching the credit card to the game. DO NOT visit the box office. Go directly to the ticket taker. They will swipe your credit card, verify your identification and print a receipt displaying your seat location.


At the game:
Express Ticket Kiosks are located at Gate 1. Tickets may be picked up at the kiosks by swiping your credit card used for purchase or at the box office windows with credit card and photo ID. Wait times can be in excess of one hour so we recommend, when possible, picking up in advance!

Scotiabank Place – the place to eat. Six restaurants to suit every budget from stone-fired thin crust pizza to chef attended food stations featuring prime rib. Eat dinner then walk to your seats to enjoy the game! Reservations available at each restaurant.

Full restaurant descriptions and menus
RESERVE ONLINE or call: 613-599-2582

Score, the Ottawa Senators’ game-day program, is now available online. Along with reader favourites such as player profiles and opponents previews, Score Online features bonus links to bio pages, video highlights and photo galleries. Click here for the latest edition.”

Email I received before the Ottawa Senators Game
Email I received before the Ottawa Senators Game

And After the Game

Furthermore, after each game in Kanata, I always receive an email similar to this one below.

“Dear Jean-Francois,

We hope you had a great time at the Sens game on March 6th, 2010.


For a complete recap of the game, including player statistics and photo galleries, go to, your home for exclusive Ottawa Senators information.

You can also see the post-game interviews, video highlights and more on Sens TV

2010 Score Magazine Survey

Tell us what you think of Score, the Ottawa Senators’ game-day program, by participating in this survey, and we’ll enter you into a draw for two club seats to the Senators vs. Philadelphia Flyers game at Scotiabank Place on March 23.

Special post-game ticket offer

Eastern Conference battle! Watch Chris Pronger take on the Sens. Tickets starting as low as $39.14. This offer will apply to 100 ends,
200 ends and 300 upper and lower level.

– March 23 at 7:30 pm

Visit and reference the special code: XXXXXXXX

This offer ends Friday, March 19 at midnight and is available by Internet only.”

… And With the Montreal Canadians?

That’s not the end of the story, so what do I receive before and after each Montreal Canadians game? I always receive “nothing”. The tickets are always sold out anyway even when the team is playing like a minor league team, so perhaps the organization thinks there is no need for building online customer loyalty through automated emails.

My conclusion

In conclusion, I am not a huge fan of any hockey team, I like the game from an objective perspective. However, last Saturday, I decided to buy a hockey shirt for the Ottawa Senators game, the game was coined as the “Battle of Ontario” and I decided to support the Ottawa Senators by buying a “Daniel Alfredsson” shirt, and sincerely the two emails that I showed you both had an impact on my decision of buying this item. So what is the lesson of this story? Don’t take me for granted? Innovation in online sports marketing comes from organizations in markets where it is harder to load the arena? Anyway, any additional thoughts on the topic?

Jean-Francois Belisle

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