Disney Fights Pirates
The Walt Disney Company is launching a new marketing campaign in China, in hopes of boosting consumer-based product sales and fighting piracy.
With each Disney product that a customer buys comes a hologram sticker that the consumer peals off and attaches to a card. The card contains a few questions that the customer answers and then mails back to Disney for a chance to win free Disney DVDs, television sets and trips to Hong Kong Disneyland. This serves two purposes: one, Disney knows that customer bought a legitimate Disney product and not a counterfeit one; two, Disney gets valuable information about its customers. Disney is also running advertisements explaining that only official Disney products carry the stickers and gives the consumer a chance to win the prizes.