I’m an admitted Disney fan, so I was naturally psyched to see the upcoming re-release of Beauty and the Beast in 3D. I promptly liked the Beauty and the Beast Facebook page and have enjoyed seeing behind-the-scenes nuggets, pictures and trailers scroll through my News Feed these past few months in preparation for the January 13th release date. Obviously, Disney has other film projects in the works, most notably, their new Pixar collaboration, Brave, a tale about a (wait for it) brave Celtic princess.
Disney is a massive brand, with fan pages for each of their titles, theme parks, subsidiaries and more. So it makes sense that some cross-promotion takes place – heck, it’s a no-brainer. But I was surprised to see a bit of clever tagging on a post the other day:
Posting a picture from the movie, the Beauty and the Beast fan page captioned the photo with a cutesy warm fuzzy about bravery and fate. But soft, what tag through yonder update breaks?! They cleverly inserted the title of their new Pixar movie, tagging it and leading fans to Brave‘s own Facebook page.
I paused at this. Clever? Or spammy? Sure, it’s all Disney, but do I want a Beauty and the Beast experience divorced of other Disney properties? Or do I want to see how this movie fits with the overall Disney brand experience? I asked the office here at Sitewire and received some interesting responses, of which I’ve included some snippets:
I don’t see an issue as long as you’re cross-promoting within your own brand. -Sandy Catour
Sneaky sneaky…BUT I love it!! Pretty smart if you ask me -Paige Dell’Armi
I’ve seen a lot of things from Disney sort of uniting the common thread between their heroines. For any other brand, I might say that this is spammy cross-promotion that takes advantage of the tagging functionality. For Disney, it’s furthering a message that has been integral to them for years, while at the same time showing that they still produce films that instill the same values in young girls. -Emily Voris
So, seems like most people liked the idea, but recognized that it walks a fine line, and, perhaps, it’s only okay because Disney did it. But maybe it’s not so much the fact that cross-promotional tagging took place, but how it was used. For example, instead of working the tag into a sentence (which, by the way, is not a quote from Beauty and the Beast – might have been different if it was), why couldn’t they have been a bit more transparent? What if they had captioned the photo differently?
Belle is a strong and independent character. And in keeping with Disney’s long line of inspirational heroines, Disney brings audiences Merida, a Celtic princess who makes her feature film debut in this summer’s Brave.
Regardless, it’s fun to see brands experimenting with Facebook’s functionality. And I’m psyched for both Beauty and the Beast in 3D and Brave.
What are your thoughts? Are there rules to cross-promotional tagging on Facebook? Let us know in the comments!