How Orlando Small Businesses Can Steal Universal’s Epic Universe Marketing Playbook

Universal’s Epic Universe campaign was a masterclass in hype-building—but you don’t need a budget like theirs to borrow their strategies. Any small business in Central Florida can adapt these tactics to boost local buzz, engage customers, and drive sales. Keep on reading to find out how!

1. Use Teasers

Universal Dropped cryptic social posts (shadowy ride silhouettes, mysterious countdowns) and let fan theories run wild before official reveals. People love mystery and anticipation! It also lends them a sense of excitement and a curiosity that will keep them coming back.

How you could do this:

• Restaurant? Post a blurred photo of a new dish with, “Guess what’s cooking… reveal Monday!”
• Boutique? Share a “sneak peek” of a clothing rack corner with #NewDropComing.
• Service biz? Tease a new offering (“Something BIG is launching for locals… stay tuned!”).

2. Lean Into Experiences

Every area in the new park feels like stepping into a movie. Making an experience out of a product can give people something to remember - feelings they will carry with them for hours. If it's picturesque it will probably live a lot longer than that too!!

How you could do this:

• Coffee Shop? Theme a seasonal drink around a local event (e.g., “Electric Daisy Latte” during EDC).
• Salon? Offer “VIP Glow-Up Packages” with themed add-ons (e.g., “Princess Treatment” before Disney trips).
• Retail Store? Host a themed shopping event (e.g., “Wizarding Weekend” with decor and discounts).

3. Partner with Local Influencers

Universal sent vloggers like TimTracker on behind-the-scenes tours! Using word of mouth and relying on trusted voices in your community goes a long way in building relationships and improving brand recognition.

How you could do this:

• Hotel/BNB? Offer a free night to a local travel blogger for a review.
• Café? Invite Orlando foodies (even nano-influencers) to try a new menu item.
• Tour Company? Collab with Disney/Universal fan accounts for a giveaway.

4. Leverage User Generated Content

Universal encouraged fan art, speculation, and hashtags (#EpicUniverse). User generated content is the crown jewel of social media marketing, for several reasons. It is a low cost, grass roots method of getting your business out there and should never be slept on!

How you could do this:

• Frozen Yogurt Shop? Run a contest: “Post your wildest creation with #OrlandoEpicSundae.”
• Gym? Have members share personal records (PRs) with #[YourGymName]Best.
• Tourist Shop? Ask visitors to tag you in their “Orlando haul” pics.

5. Create FOMO with Exclusive Offers

You might have noticed that Universal gave annual passholders first dibs on previews. This sense of scarcity creates an urgency to act and can be effective when used properly.

How you could do this:

• Retail? “First 20 customers get a free tote with purchase.”
• Tour Biz? “Email subscribers get 24-hour early booking for the new ghost tour.”
• Spa? “Limited-time ‘Universal Fan Relaxation Package’ post-park day.”

6. Piggyback on Orlando’s Big Events

Universal timed announcements around Comic-Con, holidays, etc. This is super useful because it gives you a chance to communicate with your target audience when all of their ears and eyes are in the same place for the same thing. Orlando’s calendar is packed—ride the wave of local hype and use it to your advantage!

How you could do this:

• Bar? “HHN After-Party Special” during Halloween Horror Nights.
• Bakery? “Park-inspired treats” during Pride or Epcot festivals.
• Photographer? “Limited ‘Magic Hour’ shoots” when families visit for vacations.

The Bottom Line

You don’t need Epic Universe’s budget—just creativity and a love for your work. Since there's a lot on this list, it's best to simply start with one you're comfortable and build from there.

Orlando runs on fun. If Universal can turn a construction site into a must-see destination, you can turn your business into a local favorite.

As always, if you need help executing shoot us a message or fill out the contact form on our home page! We're eager to help you win 💪!