"Disney's Virtual Magic Kingdom is a virtual representation of the real-life Disneyland theme park. It's also an online community for evangelists of Disneyland.
More than a million avatars have been created at VMK. By almost any standard, it's a popular site.
But Disney plans to shutter VMK tomorrow night, and that's caused consternation in paradise. Petitions have been signed, protest sites have been created. VMK citizens wonder why Disney would want to close something that solidifies and extends their loyalty.
Here's one reason: Disney envisioned VMK as an 18-month promotion, not a long-term loyalty effort.
The closing of VMK illustrates a schism prevalent today at many companies, especially larger ones: the battle between short-term campaigns vs. long-term evangelism..."
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Source: Church of the Customer Blog
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