Tag Archives: Disney

Customer Experience, News

Disney first interactive email wordsearch for Encanto campaign

Disney is sending its first ever interactive word search email this week in celebration of its latest hit, Encanto. Armadillo, the Bristol-based CRM agency, created the in-email word search. Previous interactive email examples from Armadillo and Disney include quizzes, games, and unique carousels – word searches never seen in Disney emails before now.  

With the knowledge that Disney fans enjoy taking part in quizzes, polls and other ways to show they know the films inside out, users are asked if they have a ‘gift for word searches’ and upon completion of the word search, are warmly welcomed into the magical family Madrigal. Armadillo achieved interactivity in email using pure HTML and CSS. Inputs, labels and animation are the key elements to making this work.  

The word searches were achieved using a table-based grid to display the content. All the correct letters in the table could be clicked on turning the cell grey. Once all correct letters for the word are selected the whole word is then highlighted. At the same time, a strike-through and highlight appears on the question. This provided a great user experience as it’s clear which questions have already been answered. 

Steve Brailey, Lead Developer at Armadillo says: “we wanted to try something new that we haven’t seen before in an email; something that would provide an engaging and fun experience for the recipient. I’ve been prototyping a few ideas in this vein recently, and it not only worked really well, but the client – and now their audience – really reacted to the feeling of magic it brought.” 

Rob Pellow, Innovation Director at Armadillo comments: “Interactivity in email is a huge opportunity to reduce the engagement barriers with your audience. Whether that’s allowing them to more easily explore your product, better understand your content, or just giving them something fun to play with. It also allows you to get a better picture of what content they find valuable or interesting. Our Development team at Armadillo don’t believe in “can’t” when it comes to email and are constantly proving that there are no real limits to what is achievable within this channel.” 

Armadillo is able to track the engagement by using tracking pixels that get activated when a letter is selected, and when all correct words have been found. 

Awards, Marketing, PR and SEO

Disney’s senior marketing VP offers guidance to the next generation of marketing talent at the IDM’s 2019 graduation

“The pace of change is only going to get faster in our industry, so you always have to keep up and stay one step ahead”

Disney’s Tony Miller offers guidance to the next generation of marketing talent at the IDM’s 2019 graduation

The Institute of Data & Marketing’s (IDM) 2019 graduation results show that professionals in the data and marketing industry continue to thrive despite significant change in recent years.

From the General Data Protection Regulation (GDPR) and uncertainty around Brexit, to the wealth of new technologies available and increasing organisational responsibilities of the marketing function, the world in which the next generation of marketers will work is constantly evolving.

However, for marketers to keep a pace with the fast-moving times, they must continue to upskill and learn to stay one step ahead, according to Tony Miller, VP, Digital Marketing & CRM, EMEA, at Disney:

“Marketers must never stop learning, every day is a school day. Even after marketers have finished traditional education, they must remain curious, ask questions and investigate further, and always be prepared to read and upskill. The pace of change is only going to get faster in our industry, so you always have to keep up and stay one step ahead.”

These comments come as the Class of 2019 graduates from the IDM. The announcement includes the results of all the students that sat exams in 2019, with an impressive 96% of students achieving a pass. Almost two thirds (68%) of the students didn’t just pass, but also achieved a Credit or Distinction for their excellent work.

In all, there were over 450 students studying for their IDM Professional or Postgraduate Diplomas in Digital or Direct and Data-Driven Marketing in the past 12 months.

Miller added:

“With the proliferation of data, marketers must use data and insights to drive creativity and ideas. To open new doors to create, invent, and be more entrepreneurial. Curiosity and imagination, no matter what role a person has in their company or agency, is key to success – success for you in your career, success for the clients you look after to grow their business, and success for your brand.”

Andy Dorling, General Manager at the IDM concluded:

“The results we’ve seen from 2019 are a snapshot of the incredible talent we have within the UK’s creative industries, but we must ensure we continue to nurture the talent in our sector if we want to remain as global leaders in data-driven marketing.”