When You Tweet Upon A Star (Or Two)

In the United States, the platform Disney+ launched with zero media spend but a supercalifragilisticexpialidocious digital strategy. (You haven’t seen Mary Poppins? Come on – get with the program.) What was the added value of the new platform compared to the rival streaming services out there? Perhaps the public didn’t realise that it gave them not only access to their favourite Disney movies, but to content from Pixar, Marvel, Star Wars and even Nat Geo. To get the message across, Disney coordinated a Twitter discussion between the accounts concerned, as if they were all friends bantering with one another. This demonstrated the richness of the content on the Disney+ service while also reaching the accumulated millions of followers of each individual Twitter account. The idea from TBWA\Chiat Day Los Angeles attracted more than 10 million subscribers to the platform on the very first day, well ahead of the initial objective. And since then? “To infinity – and beyooond!”

Maud Largeaud

Chief Content & Information Officer — AdForum

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