Video: What Brands Can Learn From Undercover Cosplay

Culture Vulture - Mindshare InSites
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This week on Mindshare's Culture Vulture Live, Karina Marinha gives us the scoop on Disneybounding.

It's a fashion trend where people dress up like Disney characters, except they're using everyday clothes instead of costumes. It's subtle enough that you can still go out in public like you would normally, but big fans with a keen eye will recognize what you're up to.  

This trend first started getting big a few years ago. And now it's gotten a whole new wave of attention after the release of the 2017 Beauty and the Beast movie. Since Disneyland doesn't let adult visitors dress in costume, it's a fun way to get around the rules.

If you look online, you can find everything from YouTube tutorials to countless photos -- and even a private Facebook group that has over 10,000 members.

For marketers, this follows a trend that we've been tracking called Hidden Culture. More and more companies are using cleverly hidden Easter eggs as a way of making their brands stand out and drive positive sentiment.

For example, in a nod to Star Trek, Amazon lets you wake up your Echo device by saying "computer." Or, to celebrate their new 10-dollar note, the Bank of Canada changed their website to give you a surprise animation if you type in a video game cheat code from the '80s.

For brands, think about the smart, relevant Easter eggs that you can hide in your products or content. It can create good earned media and help strengthen the bonds with your customers.

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