The Disney Data is in!
 

Today’s science experiment takes place on the grounds of the idyllic Disney theme parks in sunny Orlando, Florida.

Which is scarier:

the Tower of Terror or “Finding Nemo, The Musical”?

This past spring we brought our girls to Walt Disney World, and what my scientific research revealed really surprised me! We exposed our family to two different recreational settings and made careful observations about the sustained impact of each.

The Experiment

The Twilight Zone Tower of Terror phantom elevator brings you up 13 stories and drops you mercilessly in a freefall plunge. It tortures you repeatedly, at random intervals, and drops you when you least expect it. You are literally off the edge of your seat. The Hollywood Studio’s moniker “Big Thrill” is right on for this harrowing haunt.

At that same park is another wild ride which is also part of our experiment−--the Aerosmith Rock n’ Roller Coaster. It brings you from 0-60 in 2.9 seconds.

With the force of a supersonic F-14, you are propelled on one of the wildest, most exhilarating rides of a lifetime. Your challenge is to get across LA in 30 minutes and get to the concert in time. It’s fast, frenzied, and high energy

At Disney’s Animal Kingdom, there’s a thrill on a different spectrum. “Finding Nemo, The Musical” immerses you into peace and tranquility under pacific blue waves. You are sheltered in a warm cocoon-like setting. Sea grass is flowing, bubbles blowing. Songs like “Field Trip” and “Beyond the Sea ” provide a comforting backdrop. Then, without warning, the music deepens, lights darken, and a great white shark barges onto the scene. Its teeth sparkle and in an instant, it devours Nemo’s mother, leaving us all in a state of shock.

When she got off the Tower of Terror and the Aerosmith Rock n’ Roller Coaster, my daughter Jacqueline’s eyes were bulging and her heart was racing. At first, she couldn’t even talk. Thankfully, her face was beaming! A smile was plastered from ear to ear. She bounced as high as a kite. And in between her bounces were cries of:

“That was totally wicked!’

“Intense!”

The Results from the musical about the little clown fish:

And when I get the courage to look, I see that it’s Jacqueline’s ice cream-sticky hands that are suctioned to my side. Her eyes are shut tight and her hands are clenched into fists. “I want to go home,” she says. “What?” I can’t believe what I heard so I make her repeat it. “What?” I say again. “I want to go home. I want to go home to Bedford right now,” says my eleven year-old. “I don’t like it.”

Sure, this is Disney Day 2. We’ll just pack up and leave Florida right now.

Who is this child?

And what have you done with my daughter?

Where is the child who just rode in a limousine rocketing through the streets of LA? What have you done with the child who had her eyes wide open on the Tower of Terror so she could totally see that her dad’s eyes were shut tighter than a drum?

Could this be the same person? Could it be that wild rides are less intense than emotional musicals? Yes!


Our scientific research showed “Finding Nemo, The Musical” was definitely scarier. It lasted longer and dug in deeper. It was a more intense emotional experience.

And what did my girls talk about most when they got back to Bedford?

The chatter in Bedford was totally in sync with the cheers at Disney. The Tower of Terror, The Rock n’ Roller Coaster, Test Track, Soarin’ and all the other wild rides got top billing. That’s what stuck with them and that’s what they loved telling people about again and again and again. Five minutes of fast fun. Those were the most fun to brag about.

Where’s the marketing message in this one?

•    Think short, sweet, and intense.
•   Use a compact message to pack a punch.

•   Use short stories.
•  People will remember the action.

•  People don’t always have the time for a full-length feature movie/presentation.
•  You don’t have to spend a month writing a dissertation.

•  You don’t need to include loads of supporting research.
•  If your readers are like my kids, the longer the production, the more time they have to think  about it, and the scarier it is.

• Try not to scare your readers by writing a really long newsletter!

Our scientific research definitively shows which is scarier. And interestingly, it also shows what stories stay in people’s minds.

And as a mom and a marketer, I’m all about using my words once and using them well.

May all your stories take your readers from 0 to 60 in 2.9 seconds!

p.s.
Where can I get 4 Red T-Shirts with the Incredibles logo on the front?

If you have any ideas, call or email me! I’ve been unsuccessfully tracking them down.

   p.s.s.
   Tom is my Mr. Incredible!

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