IMO it's a great gimmick promotion to try and drive attendance - however, I will say it's working fabulously at
Disneyland, whereas I'm not so sure about WDW. It would be fascinating to see some kind of results of the promo.
We were out at DL just a couple of weeks ago to "celebrate" our 15th anniversary, staying at the Grand Cali. We were in the parks 3 days - and on each day, we seriously counted well over 100
different folks with the birthday buttons each day. Many times there were 6 or 7 in line with us or near us for an attraction. The simple fact that there are some 20 million+ people that live within a short driving distance of the park in the greater LA Basin counties of LA, Orange, Riverside, San Bernardino & San Diego counties - let alone the state population of 36 million+ makes for a great promo. WDW is such a different animal given the long-term nature of the resort, and the typically more longer term nature of planning for that kind of vacation. I'm sure the locals in FL will capitalize on it, but is the local market population as into going for daytrips to WDW parks as they are in So Cal? I can't say. I have tons of family and friends in So Cal who are nearly all planning to go for their birthdays - 19 have already celebrated their day so far this year, and of those 19, 18 of them were at DL on their individual birthdays.
Our family is comprised of 5 quite spread out birthdays - and we won't be able to be there for any of our birthdays, especially since our vacation was planned prior to the announcement of the promo - oh well... so we're celebrating my DW's birthday this weekend in our own way by getting a bit of a Disney fix at the Doorway to Dreams event in Chicago... certainly not the same thing, and highly doubtful they'd do anything for her - but we'll see the mouse for an hour or so and walk the BLT model... it'll work.