Goofy For Disney

Over the last 4 years I have competed in 8 Disney running events, now known as RunDisney.  I love every race for the fun and enjoyable atmosphere, yes if you are looking at qualifying for Boston this is not the place.  If you want to have a great time, love getting pictures and don’t mind running in a tutu or Mickey ears this is the place for your first or 20th run. 

From a marketers standpoint my favorite part about Disney is how they take the information I provide when I register and incorporate it in all of their communications to me.  From using personalized emails with my name, to emails with pictures of me, to a personalized url (PURL) with my picture, time and favorite characters.  Not only is this done through the email and online communication, but also on the race bibs we receive with our chips included.  They understand that I love the Princess and the Frog and ensure that my emails show scenes from the movie.  By having the characters we love on the race course they encourage you to stop for pictures, and one of those pictures is going to be sent in an email congratulating you on your awesome finish, of course with a link for you to buy that picture and more. 

Once you finish you are sure to receive a virtual certificate that you can download with your time and finishing place and of course your name in the color of one of your favorite characters.  You would really be surprised at how many races don’t supply this one great takeaway for free or don’t provide it electronically.  Many only support the top ten percent of their finishers in acknowledging they even finished.  Those of us in the middle and the back of the pack burned more calories over a longer time period but hey what does it matter if we aren’t Boston bound. Disney don’t care as long as you had fun and come back for more fun.

 

One thing that I have seen a lot from races of late is Facebook badges, this is something that RunDisney doesn’t do. This might add a personal touch to the pictures we download and would increase the brand awareness of the great number of Disney races.  Of course incorporating the personalization into the badge would provide the Disney touch that many of the badges are missing now.

If you are looking for a well-executed race that uses the marketing best practices that only Disney does best then look no further than Disney for your greatest competition and your most enjoyable event. There are 5 more events in 2012 waiting for your registration and of course the 20-year anniversary of the Disney Marathon in January 2013. If your crazy like me you’ll register for the Goofy Challenge, a half marathon on Saturday and a full marathon on Sunday.  3 t-shirts, and 3 medals.  Yes it’s Goofy but not Dopey (add a 5K).