Examples of Innovation using Walt Disney World Parks and Resorts

I just spent a week "experiencing" Walt Disney World Parks and Resorts. Most of you think of Disney and think of the children's movies and animatronics that are used on the rides. Disney has made many innovations over the years to keep its guests engaged well "outside the box". Here are a few examples:

1. Projection onto new Medium: You can go anywhere to see a movie in 3D and most amusement parks have incorporated "4D" but Disney has taken it outside of the theater. They use waterfalls as backdrops on rides (Pirates of the Caribbean) and during night time shows (Fantasmic). They transform window fronts and signs into video screens for a scavenger hunt game around the park (The sorcerers of Magic Kingdom). They even turn Cinderella's Castle into a screen for 10 minute animated movie experience. Having full control of the lighting and every aspect of the environment for miles allows Disney's Imagineers to enhance a user's experience.
2. Magic Bands: Imagine going to a park and having one device act as your credit card, your room key, your restaurant reservations, your ride passes, and more. This is what Disney has done with a waterproof wrist band called Magic Bands. This not only provides a better user experience but provides a unique identifier for each visitor to the park to allow for tracking and analysis of a users visit.
3. FastPass+ with Magic Bands: Using MyDisneyExperience.com you can pick three rides you want to go on each day of your visit and the website gives a one hour range for when you should show up.  From the user perspective you have your top attractions guaranteed.  From the Disney perspective they know which parks people are going to on which days and can control crowds.  In my experience I had more free time so I ended up doing more shopping.
4. Refillable Resort Cups: Disney had a problem with their refillable mugs they gave out at resorts. Families would share one cup for the visit and bring the same cup back trip after trip.  The new cups get programmed where they are only active for a distinct period of time which is driven by the price you pay and you can only refill it once every 5 minutes. So for $20 you can have a cup active for a week. There is a digital screen on each drink dispenser showing when your cup expires and how long you have until the next fill.
5. Interactive Hats: We were part of the second night of the new light up mickey mouse hats being used for Glow with the Show. The ears of the mouseketeer hats light up and blink like many other trinkets sold at parks.  What makes these hats special are that they all light up in sync during Disney night shows. Buying one of these hats make you part of the show.
6. The Sorcerer's of Magic Kingdom Game: There is a large portion of America that play games. Traditionally they are on a computer, game system, or mobile device. Disney has taken the video game concept incorporated with elements of scavenger hunts and card games it calls The Sorcerer's of Magic Kingdom. This not only keeps users off rides but acts as crowd control because the game sends the users to the different parts of the park for short 10-15 minute missions. It incorporates gamification techniques such as scaffolding and leveling while including a collector aspect with playing cards (5 free per visit) plus ones that can only be purchased at $15 per card.
7. Innovative Queuing: No one likes standing in a line. Disney has taken the traditional line and incorporated interactive and creative queues. The Winnie the Pooh ride has a section for kids to play and "get out energy" plus touch screens to wipe away honey to reveal pictures. The Dumbo ride has a full size playground inside the big top. Guests are given pagers to enter the playground and are pages to get on the ride when it is their turn.

Disney is the model of customer service. Their old rides are kept pristine, they are constantly expanding their parks with the latest trends, and their use of technology is second to no one. Take lessons from them, incorporate it into your company, and you can increase your customer intimacy.