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Tue Jan 8, 2013, 10:45 AM

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

http://www.theverge.com/2013/1/7/3845622/disney-world-magicbands-mymagic-data-gathering

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

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.

11 replies, 1187 views

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Reply Disney's 'MagicBands' will track the movements and behavior of theme park attendees (Original post)
jsr Jan 2013 OP
el_bryanto Jan 2013 #1
LisaLynne Jan 2013 #4
dixiegrrrrl Jan 2013 #8
el_bryanto Jan 2013 #11
marmar Jan 2013 #2
NV Whino Jan 2013 #3
Fire Walk With Me Jan 2013 #5
Berlum Jan 2013 #6
thelordofhell Jan 2013 #7
B2G Jan 2013 #9
MadrasT Jan 2013 #10

Response to jsr (Original post)

Tue Jan 8, 2013, 10:48 AM

1. Reminds me of that bit in Minority Report where the billboard ads respond to your retinal scan

Creepy and useful. That's the future.

Bryant

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Response to el_bryanto (Reply #1)

Tue Jan 8, 2013, 10:54 AM

4. When I saw that movie, I was like ...

that was the most insightful thing I'd seen in SF in a while. I knew that was EXACTLY what would end up happening. All technology going towards marketing.

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Response to el_bryanto (Reply #1)

Tue Jan 8, 2013, 01:02 PM

8. More and more I can relate to that movie

It wasn't the plot that struck me in watching it, it was all the invasions of privacy and the control over a persons life, and the teeny spy bots that were used.
Very creepy, and coming to reality too quickly.

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Response to dixiegrrrrl (Reply #8)

Tue Jan 8, 2013, 01:18 PM

11. creepy but useful - and that's how it will work

Convenience for privacy.

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Response to jsr (Original post)

Tue Jan 8, 2013, 10:51 AM

2. ........




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Response to jsr (Original post)

Tue Jan 8, 2013, 10:53 AM

3. Big Mickey.

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Response to jsr (Original post)

Tue Jan 8, 2013, 11:15 AM

5. It's all about the money. Emotional pap as a get-rich scam, hyper-focused via biofeedback monitors.

 

Disney should be ended. They are utterly without substance. Greed is a disease.

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Response to jsr (Original post)

Tue Jan 8, 2013, 11:25 AM

6. "All your movement and behavior data are belong to us." - Disney, Inc. (R)


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Response to jsr (Original post)

Tue Jan 8, 2013, 11:40 AM

7. So I guess the "cameras everywhere" strategy isn't working??

Why do you need wristband when you can see everything that happens at the park.............

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Response to jsr (Original post)

Tue Jan 8, 2013, 01:06 PM

9. Just when you think Disney can't get any creepier...

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Response to jsr (Original post)

Tue Jan 8, 2013, 01:09 PM

10. Yet another reason to never go to Disney World. n/t

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