The Magic of Disney – Innovation

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True Innovation

When I think innovation, I think of Apple’s iPhone, Google’s X Lab and the Square credit card reader. I never thought about Disney – until my recent vacation. This marketing behemoth is on the cutting edge of technology, and most people don’t even notice. Their technology prowess make it even easier to separate me from my money. Thanks Mickey!
“I only hope we never lose sight of one thing – that it was all started with a mouse.” – Walt Disney

Mickey to Mickey

The last 12 months have been ripe with discussions about Apple developing an iWatch. Concept photos and features are top search topics on the internet. Spoiler alert: there will NOT be a holographic image projected about the screen.

The Samsung Gear, the Pebble and the Moto 360 are available for consumers, but the “fashion factor” is noticeably low. Unless you are a technology columnist or blogger, you are probably not going to purchase them. Surprise! Disney has beat them all!

Two weeks before the trip, we received our Mickey bands in the mail. To say the packaging was Apple-like would be an understatement. Each person had chosen their own color for their band. They arrived with our names laser etched on the back. The bast part? These bands were the keys to the kingdom – literally!

Mickey to Mickey
  • Room Key – Hilton has a new app (iPhone and Android) that let’s guests check in up to one day before they arrive. The Mickey bands are used to gain access to your room and the various theme parks (i.e. – Magic Kingdom, EPCOT, Universal Studios and Animal Kingdom). When you check in at your resort, you are instructed to just “go Mickey to Mickey.” Simply tap the Mickey on your band to the Mickey on your door and gain access. Even my kids quickly understood the convenience of going “Mickey to Mickey.”
  • Purchase – When you want to buy merchandise, you simply go “Mickey to Mickey.” You can buy items in stores and have it shipped back to your room. When you are in the parks on a 94 degree day with no shade and you want to purchase ice cream, drinks or dinner, Disney employees (i.e. – cast members) have a device with a Mickey face on it. Simply tap your band to it and your meal is paid for. All purchases are connected to your credit card. The convenience is that you don’t have reach in your purse or wallet.
  • Stylish – Concepts of an iWatch have pictures of a curved glass band, rotating apps or a large traditional watch face. Therein lies the problem: existing tech watches are thick and clunky. The Mickey band is simple. It does a few things very well. It comes in a half-dozen color choices, but you can accessorize it with plastic jewels. I can even imagine a time when it would be customizable with multiple colors or company logos.

As innovative as the band is, it is clearly in the early stages. I can envision next steps as:

  • Health – Count your steps, distance walked and calories consumed per day. Mickey helps your heath.
  • Purchases – License the ability to purchase other company items using the band. View a monthly report.
  • Suggestions – When you return to the parks, the bands could recommend restaurants, new attractions, resorts and characters to meet. 

Watch out Apple and Samsung; Mickey is coming.

Scientifically Speaking, of course.
Next Week: The Magic of Disney – Customer Experience