• by David Goetzl , April 21, 2010

No doubt possible consumers would rather hear from past ones than corporate marketers. For three years, Disney has enlisted a series of moms to participate in a forum to answer online questions about Disney World, offering advice on best places to stay, dining options, and don’t-miss attractions.

Those participating in the Moms Panel get a free trip with their families and then become brand ambassadors. No pay -- so why do they keep doing it?

Sharyn Lewis, a CRM executive at Disney Parks, said simply the moms enjoy it. Moms apply to join and the program started with 12 and now has 45. Lewis appeared on a panel at MediaPost’s Email Insider Summit.

Disney does not hide its relationship with its endorsers and the risks involved in reading them. On the site, it says: "The views expressed in the Walt Disney World Moms Panel are those of the panelists, who are independent contractors, and may not be factually accurate. … panelists have received/will receive a trip … for their participation.�