Everyone knows: If you want a magical experience, you go to Disney parks. In the U.S. alone, 76 million people visit Walt Disney World and Disneyland every year.
A key component of the magic for millions of those guests? Convenience and up-to-date information—having their park tickets, hotel room keys, payments, and PhotoPass information constantly at hand.
Literally. Guests use Disney’s MagicBand, an IoT wrist wearable that provides personalized information, to organize, drive, and enjoy their vacation experience. And Launch built the system that makes it all possible.
Disney needed a way to connect data to guests rapidly and reliably. With MagicBand touchpoints around the parks and tens of millions of people using the technology, they needed to figure out how to manage and maintain such a huge volume of data.
Launch built the xConnect system, which completely reimagined how connected experiences could work and scale during busy times throughout the enormous parks.
xConnect manages all MagicBand events: contact readers, long-range readers, mobile payments, and the Administrative xConnect Dashboard. We built all these with Disney’s goal of easing pain points for guests while adding delightful new opportunities:
These added conveniences not only make for better experience at crucial touchpoints for guests—they also reduce friction and enhance points of potential extra revenue for Disney.
One huge feature MagicBand creates for guests is personalization. Wearing a MagicBand makes for more magical interactions, with cast members and characters being able to call guests by name and celebrate special occasions like birthdays, anniversaries, etc., increasing brand loyalty and stickiness.
Finally, the xConnect Dashboard, designed and developed by a separate Launch team, uses analytics and AI to disseminate all that MagicBand data into insights the Disney team can use to make smarter park management and guest experience decisions.
The MagicBand has been a smash hit for Disney. It’s recognized as one of the largest and most successful launches of consumer wearable technology in a connected ecosystem. Since its launch in 2013, millions and millions of visitors have experienced the xConnect system.
MagicBand has continued to scale with demand, integrating new smart features and special designs. It is truly a brand hallmark for Walt Disney World and Disneyland—and it has paved the way for brands across Sectors to add some hospitality to their products and services, too.
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