AAF Jackson was recently honored to have two members of Disney’s Yellow Shoes Creative Group, Art Direct Matt Stewart and writer John McCall, speak at our October meeting. A large crowd joined us at Table 100 to eat lunch and hear Matt and John speak about marketing’s digital evolution and how Disney is successfully navigating this ever-changing landscape. Motivated by the guiding principles of convenience, context, and fun, the Yellow Shoes Creative Group is finding new and creative ways to tell the Disney story through social media. By using gaming platforms, Matt and John have found new avenues for the public to interact with Disney characters. They’ve breathed new life into old campaigns using Twitter. And they’ve stretched smaller than desired budgets using Facebook and Youtube. In a culture where the average American spends 3 1/2 hours on the internet every day and 60% of us have smartphones, Matt and John offered many helpful insights into how we can all more effectively tell our clients’ stories in a digital age.
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