Disney explores its dark side
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Hong Kong Disneyland has made an early move on the Halloween holiday, launching its largest-ever digital marketing exercise to capture, and hopefully spook, young adults.In the lead up to Halloween, Disney is pulling out all stops to close the gap on its runaway competitor Ocean Park, which in the past has dominated the Halloween period both online and offline.The raft of activities will include group-buying promotions on Yahoo! Deals, a Haunted Halloween app for iPhones, augmented reality offerings, and a web-only mini series Spirited to appeal to young adults.Frederick Chan, director of marketing at Hong Kong Disneyland Resort, said the digital investment represents Disney's largest digital marketing campaign in five years."Young adults are very digitally-savvy these days," he said."We have spent more time to think creatively in terms of content creation, whether it is weaving in interactive elements into the in-park experience or creating innovative marketing ideas that allow our guests to be immersed in our Haunted Halloween story."Its Halloween campaign kicks off on 22 September and will run until 31 October.
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