Mickey Mouse's #MickeyinTO Journey Celebrates His Anniversary
Amy Duong — November 27, 2018 — Pop Culture
References: mickey.disney
Disney's most iconic character Mickey Mouse is celebrating his 90th anniversary in a plethora of different ways -- one of which is his #MickeyinTO journey. The character was created by none other than Walt Disney himself and to mark the 90 years since his creation, Mickey Mouse visited Toronto for one day on November 20th. Disney targeted Torontonian fans, asking them to vote on where Mickey Mouse should visit -- the results included Yonge and Dundas Square, The Village, Harbourfront, and the Distillery District.
These locations were chosen based on their photo-friendly score -- there are street performers, bright lights, and friendly smiles passing by Yonge and Dundas Square. The Village boasts a series of colorful murals and sidewalks and the Harbourfront shows off a captivating skyline, Lake Ontario, and boardwalks. The Distillery District is currently hosting the annual Christmas Market, bringing cheer and bright lights to the city.
These locations were chosen based on their photo-friendly score -- there are street performers, bright lights, and friendly smiles passing by Yonge and Dundas Square. The Village boasts a series of colorful murals and sidewalks and the Harbourfront shows off a captivating skyline, Lake Ontario, and boardwalks. The Distillery District is currently hosting the annual Christmas Market, bringing cheer and bright lights to the city.
Trend Themes
1. Celebrity Visits - Bringing widely recognized figures to unexpected places creates moments for fans to engage and experience that are shareable in the digital age.
2. Interactive Marketing - Engaging the audience by making them vote on, or choose, what happens to an event creates a sense of agency for the viewer, which increases brand credibility and loyalty.
3. Pop-up Marketing - Temporary, visually interesting pop-up events create excitement and buzz around advertisements that get fans interested in products while adding a sense of urgency to purchase or attend.
Industry Implications
1. Tourism - Creating destination experiences that marry existing attractions with new events, like celebrity visits, can entice visitors to explore and engage more deeply with their chosen destination.
2. Digital Media - Interactive campaigns like voting for where Mickey should visit can create great content for social and digital media, and generate valuable brand recognition that extends beyond a single event.
3. Retail - Hosting pop-up events that are photo friendly, and limited in time and space, can create fan excitement and promote both online and in-store sales.
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