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The KZfaq video describes how Disney World launched a viral marketing campaign for the opening of the Tron rollercoaster, which was built based on the Tron movie franchise. The campaign was well-planned and executed, generating excitement and buzz among franchise fans. However Disney World ultimately ruined the surprise of the campaign by not being patient and not fully committing to the theme. Brickey argues that the campaign would have been even more effective if Disney World had waited to unveil the rollercoaster opening date and kept the details under wraps until a later date.