Michael Eisner overheard someone say they'd go to Disney World next, and his wife suggested it as a slogan. Disney paid winning quarterbacks $75,000 and a trip to say "I'm going to Disney World" on live TV. Phil Simms delivered the line after the Giants won, turning a casual comment into one of sports' most famous ads.
I'm going to Disneyland.
I'm going to Disney World. I'm going to Disney World.
You know the backstory of this? No. Michael Eisner, CEO of Disney, at a dinner with George Lucas, the creator of Star Wars, and it's some couple that had just completed like the first round-the-world flight. He goes, well, now that you've accomplished the pinnacle of your aspirations, what could you possibly do next? And they go, well, we're going to Disney World. And his wife goes, that should be your slogan. And the Super Bowl was coming up. They call up the agents of the two quarterbacks that are playing in the game. Hey, we'd like to make offer. The end of the game, we want you to say we're going to Disney World. We'll pay you $75,000 and we'll give you a free trip to Disney World. So Phil Simms ends up being the winning quarterback.
Phil Simms, you've just won the Super Bowl. What are you doing next? I'm going to go to Disney World.
Like, wow, that's the power of like great marketing.
