iblis666 said:
makes me wonder if they do this in Disneyland too
They do. And at the World of Disney store here in NYC and Downtown Disney in FL, so you don't actually have to pay park admission to take part in the pin frenzy.
Another layer is that there used to be something called Virtual Magic Kingdom [http://en.wikipedia.org/wiki/Virtual_Magic_Kingdom] where you could collect in-game virtual pins (many of which had special powers) and trade those. There were even limited editions. And you could buy real life merchandise in the parks - pins, hats, etc - and turn that into in-game gear via codes on the item tag.
There were also trivia quizzes that you could only take in the Magic Kingdom park that would net you in-game loot. It was stuff like "How many keys are on the ring in the dog's mouth in Pirates of the Caribbean?" And about 10 more ride/attractions questions. So you'd have to not only ride everything but keep your eyes peeled. It was pretty good marketing.
There was another one which was a Disney movie quiz. They were changed every so often, and there were separate park quizzes for Disney World and Disneyland. I beta tested VMK and was in there until it shut down. I did the park quizzes in Florida.
(I think Susan is probably glad she didn't go at that time, or she'd be planning a trip to California about now.)