I'm minding my own business and in pops the e-mail pitch from Disney Cruise Line. I went on a Disney Cruise last year, so the cruise line knows where to find me electronically.
Anyway, this e-mail caught my attention, given the fact that social networking and community is all the rage.
So, Disney Cruise Line is doing it the old-fashioned way -- organizing house parties. Sort of like an Obama local-campaign gathering during presidential primary season. (I have no idea if Gordon Brown organized the same type of pre-election confabs.)
So here's the pitch from Disney Cruise Line:
You could be one of 2,000 Disney cruise enthusiasts selected to host the party of the year on November 14th — a Disney Cruise Line® House Party! House parties will be taking place all across the country, with hosts and guests relaxing, rejoicing and enjoying a taste of the Disney Cruise Line® experience right in their own home. Guests will also learn about Disney’s brand new destinations, itineraries, and the brand-new ship, the Disney Dream.What is a House Party? It’s a party held in your home, celebrating something cool you want to share with your friends and family. You set up a free party page to get the buzz going and spread the word, and the folks at House Party provide you with creative party ideas, favors, tips, and more. Then you receive a fantastic party pack from Disney Cruise Line®, with products to make your party spectacular — all you do is invite your guests, share your great cruising experiences with them, and enjoy your party!
Host spots are limited — don’t miss out!
I'm guessing the house party concept probably is an effective way to create some buzz about a cruise line, a vacation or a travel company, especially if it's true that we value the travel recommendations of friends and family more than recommendations from less familiar sources.
I know I don't get out much, but I haven't heard of a lot of travel companies trying this type of marketing tactic.
It turns out that Disney Cruise Line is apparently fielding these events through House Party. The company conducts old-fashioned house parties with new-fashioned tools like dashboards, RSS feeds and e-letters as part of its marketing arsenal.
If the House Party website is to be believed, then Microsoft was to use its house party services for a global Windows 7 launch party Oct. 22-29, 2009.
So, alas, forget all of this Twitter and Facebook Connect hoopla.
E-mail marketers are building off-line communities through house parties.
Or better yet, you can use Twitter and Facebook Connect to build your off-line house parties.
Couch potatoes and arm-chair travelers invited, too.