TitreThe Mother of all Threads
Agence
Campagne The Mother of all Threads
Annonceur Disney
Marque Disney+
Date de première diffusion/publication
Secteur d'activité Médias, édition, production
Synopsis In 2019 Disney decided to launch their new streaming platform Disney+. Its biggest strength? Disney+ is much more than Disney, it’s also home for Pixar, Marvel, Star Wars, and Nat Geo. In other words, the content from all those brands was moving from all other streaming services to live exclusively on Disney+.

So how could we flex this in front of the world?

Instead of launching the platform with a traditional, huge, TV spot, we launched it with 10 tweets that displayed all our force. We called it "The Mother Of All Threads." A meticulously orchestrated thread between the iconic brands, where each one of them (with millions of followers) invited the following one to join the move to Disney+.

What started as a conversation between 5 brands, quickly became a conversation between millions of people, becoming Trending Topic on Twitter.
Philosophie Instead of launching the platform with a traditional, huge, TV spot, we launched it with 10 tweets that displayed all our force. We called it "The Mother Of All Threads." A meticulously orchestrated thread between the iconic brands, where each one of them (with millions of followers) invited the following one to join the move to Disney+.

What started as a conversation between 5 brands, quickly became a conversation between millions of people, becoming Trending Topic on Twitter.
Problème In 2019 Disney decided to launch their new streaming platform Disney+. Its biggest strength? Disney+ is much more than Disney, it’s also home for Pixar, Marvel, Star Wars, and Nat Geo. In other words, the content from all those brands was moving from all other streaming services to live exclusively on Disney+.

So how could we flex this in front of the world?
Résultat In the end, the stunt resulted in surpassed expectations leading to 10 million sign-ups on the first day of launch.
Type de média Médias sociaux
Longueur

Sélection de créations