The virtual playground

To spread the message about a new gaming platform, Disney Interactive Studios has to play nice, globally

Interactive, global public relations campaigns are increasingly the norm, and in promoting an interactive service it might be difficult to see how to reach beyond the confines of online marketing and social media to communicate a campaign’s message on a global scale. With a media giant such as the Walt Disney Company, there is always the worry that – no matter how good a PR agency is – they might find publicising a virtual service over a geographical region as vast as Europe troublesome.