Here's my 2 cents. Individually, I like most of the parts of this promotion.
I kind of hate the song, but really, I hate most pop music too, so the music does not bother me too much here as I just assumed it would not be my cup-o-tea anyway.
I like the idea of the 'real people' centered TV ads. The one they showed today got to me in a way that a lot of their commercials don't (Except for the "I'm too excited to sleep" one, which hit the nail right on the head).
I think in execution, seeing some photos up on the castle will be a cool experience for most folks, and if I get to see my family photo up there while I am there, it's a bonus for me and my kids. I dont think that pictures of guests on the castle will bother me too much. I've been going to that park for over 30 years, and I've seen it in all sorts of states, dressed as a cake, parts under refurbishment tarps, lights, etc. Some pictures projected on there is not going to ruin my experience one tiny bit.
I even like the idea that they used the official blog as a place to let us see an annoucement on what is happening for the parks. I'd like to see more of that. Keeping us rabid fans in the loop is great.
It's just that they blew it out of proportion. Something the scope of this should have been handled with a press release, an official blog post with some pictures and a sample ad, and that's it. Making it seem like something exciting was being announced was just way overkill. Having a press conference, hyped up on the blog and Facebook, for something that the most average Disney guest would say "that's kind of neat" is just asking for a large portion of their fans to be underwhelmed...
Seriously, I raced out of a training session, grabbed the closest lunch I could grab, and back to my desk to tune in to THAT? Meh.