I came across an amazing example of viral marketing/brand promotion recently. It comes from Disney.

This Disney campaign is very clever. It places the viewer inside of its theme park and personalizes the experience by inserting the person’s name on attractions and all kinds of signs. It’s the kind of subtle, engage-the-user, brand promotion campaign you would expect from Disney.

A lot of discussion these days centers around how to use new media in traditional public relations. My view is that this perspective is missing the point. New media is not an exotic ingredient to be sprinkled onto dishes as desired. It is the complete future for communications (yes, I am saying journalists are a dying breed), hence all communications programs must not simply incorporate a new media facet but be based in the web and involve traditional media facets. This is digital PR. If it sounds radical, it’s not. Disney gets it, but the look and feel of its latest campaign is very mainstream, not to mention very effective.