Virtual Magic Kingdom Users Picket Disneyland
After it was announced just over a month ago that Disney's Virtual Magic Kingdom would board up the windows on May 21, users have signed petitions, created their own version of the virtual world, and, now, are picketing Disneyland. VMK was initially a promotion for Disneyland's 50th anniversary, and, as the company has said, was intended to stay as a promotion in spite of its community interest. The AP doesn't say how many users showed up at the real Disneyland. Only one family is quoted, but they're pretty hardcore.
Scott Lawson, the father a 16-year-old who plays 20 hours a week, said his family had stayed at the Disneyland resort 3 times, spending about $2,000 each time to earn a virtual Lilo and Stitch hat for Virtual Magic Kingdom.
"You'd rather do anything in the world than disappoint a guest," John Spelich, a vice president in the Walt Disney Internet Group, told the AP. "But in this particular instance, this promotional site is going to come to an end. We have invited those players who like features of VMK to sample the other ways we're offering to engage with Disney online."
We've heard Disney President Robert Iger talk about the similarities between virtual worlds and theme parks before when it come to extending a major franchise. VMK did just that for one of the biggest franchises of all, Disneyland.
It doesn't sound like the picket line could have been particularly deep, but it does highlight the risk of using a virtual world to promote a product. I've seen it in the comment section from when Coke switched over to There.com from the independent Coke Studios, users erupted when VMK announced its closing, and EA is seeing a backlash from users after the recent announcement that EA-Land/The Sims Online would be closing down.
Virtual worlds are great for marketing and promotions because users form strong emotional attachments to their avatars and tight-knight communities. Taking that away will always be upsetting.
I agree completely with Ryan Nakashima - VMK is more than "..just a game.."! In fact, it's become a community, and being so cavalierly dismissed by short-sighted corporate honchos is going to be a costly mistake for Disneys 'reputation' - something that translates into REAL dollars for Disney-branded merchandise those same corporate honchos want us to buy. I've read so many comments in the various threads regarding this heartbreaking decision by Disney, and they all have one common theme: People spent LOTS of REAL MONEY for virtual items, never being warned this was a "..temporary promotion..", and consequently being told the countless happy hours they invested in this 'game' mean zilch to Disney! That's dangerous water for a company that brags about 'making dreams come true' to swim in, and bad p.r. is something a 'family based' company NEVER wants. I'm speaking from the heart on this, because I'm one of the 'grown up' people who HAVE spent real money on VMKs 'virtual toys' and investing some of those countless hours in playing at the VMK gamesite, and this heartless decision by Disney won't be easy to forget for many people, including myself..! :(
Posted by: CynAnne | May 12, 2008 at 03:42 PM