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MyMagic+ is Disney’s vision of meshing physical and digital experiences that is powered by an underlying layer of big data.
Walt Disney was always one step ahead of the game. Whether it was animation, character development, theme parks or any other thing he put his magic touch to people always knew that when Walt did something, it was viewed as the new standard and a sign of things to come.
Whilst Walt would never have imagined something like this in his lifetime (maybe he did?!), Disney is once again leading the charge and invested $1B on re-imagining their visitor experience with a new solution called MyMagic+.
MyMagic+ is Disney’s vision of meshing physical and digital experiences that is powered by an underlying layer of big data. MyMagic+ works by providing Disney visitors with wearable technology which Disney refer to as “MagicBands”, these bands have a small RFID chip embedded, are waterproof and link electronically to an encrypted Disney database allowing each wristband to act as a hotel key, admission ticket, credit and debit card.
Visitors for example can go into a Disney restaurant and simply tap their wristband to pay for their food, walk into a gift shop and tap their wristband to pay for Disney merchandise then head back to their hotel room and tap the door to enter. The premise for Disney introducing MyMagic+ is twofold;
The key component with the MyMagic+ deployment is the consumer experience has to be perfect and simple to use. If it’s not perfect and simple nobody will use it which = no consumer value, no data. Disney has indicated visitor feedback has been extremely positive and spending $1B suggests they’re pretty confident MyMagic+ is going to add significant value to Disney both in revenue generation (getting people to spend more) and cost efficiency (less staff, lower stock overages, more efficient planning based on historical data).
This is the type of work Tapit has been conducting since early 2011, providing easy to use consumer technology that brands can deploy at scale in a number of physical environments such as outdoor media, retail stores and government which allow these brands via the Tapit platform to analyse consumer interactions that uncover new insights and understanding about how people interact with these real world environments.
This enormous investment by Disney heralds a new age of communication for brands that aims to mesh real world, physical experiences with digital and being able to analyse customer behaviour like it was happening online. Expect more of these projects to be deployed in the near future, the brands that succeed will add value to consumers, make it simple, fun & easy to use and can rollout at scale.