Social media will be a big component of a new program announced by Disney in which the company's parks in California and Florida will feature weekly surprise themes and events.
The Limited Time Magic program will include impromptu concerts, dance parties, colored lighting, character meet-and-greets, new menu and merchandise items and other events at Disneyland in Anaheim, California, and Disney World in Lake Buena Vista, Florida, near Orlando.
Disney will use Twitter, blogs, websites and other online activity to let park visitors know what's happening.
Guests might also be asked to vote on which characters they'd like to see or be sent on scavenger hunts with hints to figure out what's new or different.
"It's a fun, lighthearted, new way to get people engaged," Leslie Ferraro, executive vice-president of global marketing and sales for Walt Disney Parks and Resorts, said at a news conference in Manhattan.
Disney erected an eight-metre-tall castle made of ice in Times Square to symbolize the fleeting nature of the weekly surprises, and water ran down the turrets as the ice melted Wednesday morning.
