Discussion: Disney World introduces "MagicBands"

J03Y

Disney's 'MagicBands' will track the movements and behavior of theme park attendees

Quote:

Disney wants to make its theme parks more interactive, and it's hoping digital wristbands will do the trick. Over the next few months, Disney World will be introducing a new program called MyMagic+ that uses location data and spending trends to more closely monitor park patron behavior. As part of the system, park attendees will have the option to wear RFID-equipped wristbands known as "MagicBands," which function as a room key, credit card, and FastPass. These bands will allow Disney to know which attractions a customer visits, what they purchase, and when they purchased it.

The idea behind Disney's program, like most other targeted advertising campaigns, is to personalize the company's marketing efforts. It could also offer some obvious benefits by alerting users whenever ride lines are shortest, and allowing for a generally more intimate experience. When a user approaches a costumed Cinderella, for example, the MagicBand's sensor will automatically provide her with his name, allowing her to greet him on a first-name basis.

Disney Parks and Resorts chairman Thomas O. Staggs says this approach should make the park-going experience more enjoyable for consumers, thereby fostering greater loyalty to the Disney brand. "If we can enhance the experience, more people will spend more of their leisure time with us," Staggs told the New York Times.

Yet there are some concerns over such large-scale data gathering — especially in an environment filled with young children. These concerns have been swelling in recent months, encouraging the FTC to impose tougher online protection rules for children.

Disney is well aware of these worries, and will allow parents to ultimately decide how much information their children reveal, but the company seems confident that its MyMagic+ program remains critical to its long-term success. "We want to take experiences that are more passive and make them as interactive as possible," said Bruce Vaughn, chief creative executive for Walt Disney Imagineering. "Moving from, ‘Cool, look at that talking bird,’ to ‘Wow, amazing, that bird is talking directly to me.'"

http://www.theverge.com/2013/1/7/384...data-gathering

This is both interesting and a hinging on Big Brother imo. Your thoughts?

RazB32

'option'

and this is no different to a loyalty card which you use in stores which tracks where you went, what you bought, how much you spent, how often you buy it etcc.. then they tailor promotions onto you.

It's a little creepy I guess but then again if it enhances your experience why not. I'd put one on my kid so the staff knew the name, imagine your kids face if Buzz Lightyear came across and greeted them.

J03Y

Quote:

Originally posted by RazB32

'option'

and this is no different to a loyalty card which you use in stores which tracks where you went, what you bought, how much you spent, how often you buy it etcc.. then they tailor promotions onto you.

It's a little creepy I guess but then again if it enhances your experience why not. I'd put one on my kid so the staff knew the name, imagine your kids face if Buzz Lightyear came across and greeted them.

yeah you're right, and i'd so totally use it myself just to see what it's like. i go to Disney World like twice/three times a year anyway why the hell not

Euphoria

This is so fascinating.

Disney and Universal are always incorporating crazy new ideas like this into their parks and it always pays off.

ManDown

Wow, this is interesting. I would wear it. It'll make it so much more fun for children.

Achilles.

I find this a bit disturbing and unnecessary.

If I was 9 years old again and I walked up to Aladdin and Jasmine and they were like "Hi, Jake!" before I even opened my mouth, I'd freak out. Part of the fun of meeting the characters comes from introducing yourself...

Aside from that, it'd freak me out to know that they know exactly which ride I'm on at any given time. The credit card stuff doesn't really bother me because they probably know all that stuff anyways...

GaGaFan

I just went to Disney and this is basically what they already have in place for Disney park hotel guests. I had my room key that was wireless that got me entry to everything. It was nice.

Harajuku

I think its a really neat idea

Ripedie254

This is really cool, When I went last month we just had the regular park tickets, but they functioned as room keys, fastpasses and credit cards like always

I especially like the character idea, how they can address you by your name

Jack!

It's optional, but it's a nice feature especially when it comes to the characters. The example they gave would be so cool for children.

Georges

Can they put trackers on them so they can find lost children?

Disney World is big

J03Y

Quote:

Originally posted by JakeKills

I find this a bit disturbing and unnecessary.

If I was 9 years old again and I walked up to Aladdin and Jasmine and they were like "Hi, Jake!" before I even opened my mouth, I'd freak out. Part of the fun of meeting the characters comes from introducing yourself...

Aside from that, it'd freak me out to know that they know exactly which ride I'm on at any given time. The credit card stuff doesn't really bother me because they probably know all that stuff anyways...

that's really one of the few concerns i have with this, i loved going up to the characters and introducing myself i feel sad that's sort of being taken away

but honestly whatever helps make my park experience more pleasant, carrying around a bunch of cards for this and that and it gets way too clustered i'm glad that's up there as an option it's really convientient. the only attribute i disagree with is the whole you can order your FastPass days or months in advance, but again that's an optional feature to the cards.

also, the paranoid part of me does think "omg they can track what i'm doing this is how dictatorships start" but i'm sure that's not entirely the case.

Quote:

Originally posted by Georges

Can they put trackers on them so they can find lost children?

Disney World is big

well their purpose is to locate their guests so i don't see why not

this can be such a useful tool for parents in that area now that i think about

ZachM

That's so cool. I'd definitely go for it.