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MOVEMENTS | purpose | augmented Most contagious 2013

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MOVEMENTS | purpose | augmented media | stories | context / targeting | service design | technology | ad break | retail | crowdsourcing | connected experiences | design | behaviour change | sbpf

Disney
MagicBand
Disney announced in January it was rolling out
RFID-enabled wristbands at its theme parks.
The introduction of the MagicBand (Contagious
34), a bracelet with an embedded RFID
chip, began in the spring, offering an opt-in
alternative to standard paper tickets.
Why? Data. Disney, like any big consumerfacing company, is anxious to optimise its parks
and resorts to deliver the best possible customer
experience. By encouraging visitors to use the
RFID system, the company stands to vastly
improve the depth and quality of the infor­
mation it gathers about how people spend time
and money in Disney parks.
The MagicBand forms part of Disney’s
comprehensive vacation management system
MyMagic+. For visitors this means a more
magical (or at least personalised and simplified)
experience: no queuing for rides, seamless
payments and photos and targeted food and gift
offers. Most magically, Disney characters might
recognise individuals and wish your child
happy birthday by name.
tiny.cc/DisneyMagicBand

69 | most contagious 2013



Publicada em: Negócios, Tecnologia
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