For 100 years, The Walt Disney Company (Disney) has been delighting generations of people across the world with their creative and emotional storytelling and their sense of magic that can be found in all aspects of the company, from their theme parks and cruise ships to their consumer products. Disney has become synonymous with dreams, hope, and innovation. Anniversaries serve as a prime opportunity for companies and organizations to reflect on and share the history of their company, while also marketing the upcoming new projects of the future. For a company as influential and wide-reaching as Disney, how do you pack 100 years of magic, memories, and branding into one cohesive celebratory campaign? Let’s take a look and see just some of the ways that Disney is telling their story in whole new ways utilizing their marketing strategy.
Reliving Disney Movie Magic
One way that Disney celebrated their 100th anniversary (branded as Disney100) was by rereleasing eight of their most popular movies back into movie theaters. Each movie got around two weeks in theaters, with these special re-releases lasting from July through October. These eight movies included animated movies from different decades, from classics like Beauty and the Beast to new hits like Moana, as well as live action films such as the first film in the Pirates of the Caribbean franchise [1]. This was a great initiative by Disney, as it utilizes popular media that they already have available and brings in some additional revenue at the box office. Having each movie have a limited runtime is also a use of scarcity marketing, as fans who wanted to see one of their favorite movies in theaters only had a certain window of time to do so. Additionally, it allows parents to take their children to see movies that they may have seen in theaters while they were growing up, playing on the ideas of nostalgia and sharing memories with family that Disney values.
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In regards to original content, Disney also released a new animated short on their cable channels as well as Disney+ titled Once Upon a Studio. The short film is a tribute to Walt Disney and Walt Disney Animation, and features characters from nearly all of Disney’s animated films coming together to celebrate the 100th anniversary [2]. Using a straightforward general plot, the heart and humor of the many beloved characters are able to convey the milestone in a beautiful and genuine way. With Disney, their success is rooted in their commitment to quality entertainment, which is perfectly reflected in their efforts to celebrate the brand’s milestone, such as seen with this film.
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Audiences will also get a chance to see this new short in theaters, as it will be played in advance of Wish during showings. Wish is Disney’s newest animated feature which was inspired by the wishing star from 1940’s Pinnochio [3]. The title song from that movie, “When You Wish Upon a Star”, has become one of the most famous songs in Disney’s library of music, and has become instantly recognizable as a cornerstone of Disney’s impact on pop culture. The film is unique in that it will be blending old and modern animation techniques, and it will also be full of references to prior Disney works [4]. While not intended as a marketing technique, these references could inspire moviegoers to go back and watch some of their favorite Disney films, cementing Disney’s legacy even further.
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Social Media Magic
A large part of spreading the news of their 100th year was done through social media posts and other media campaigns. The first piece of promotional material was actually aired during the 2023 Super Bowl. This video ad featured a montage of some of Disney’s most inspirational characters and films alongside clips of Disney fans showing how Disney has positively impacted them. Looking at the average cost of Super Bowl ad spots, this ad would have cost several million dollars [5]. Unlike most Disney ads, the ad was not marketing a specific movie, experience, or product, but the brand as a whole (that being a brand that most viewers are familiar with). Why would Disney spend this much money on something that will not have a direct and identifiable financial return tied to a specific offering? Because Disney has been built on creating lifelong relationships with their audiences and being welcoming to all, and thus, they want to share this monumental milestone with their fans.
Their Disney100 video series has grown to feature several moving videos highlighting powerful Disney moments both on and off screen which have aired on TV and have been shared on most of the currently popular social media platforms such as Instagram, Twitter, and even LinkedIn.
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In addition, Disney has formed a first of its kind partnership with TikTok to create a whole new way to market Disney100 and keep the brand’s celebration at the forefront of pop culture news. Across all of their different official TikTok accounts, Disney has amassed over 240 billion views and has become a popular platform for Disney fans to share their love for the brand [6]. Therefore, it was a perfect match for launching new interactive elements for Disney fans and TikTok users alike. On Disney’s official accounts, users can not only watch and create videos using Disney audios, but they can also play trivia games and win collectible virtual trading cards that can earn them profile frames for their TikTok profile [7]. TikTok has also curated a Disney100 playlist to make it easy for fans to find their favorite Disney songs [8].
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These increased ways to connect with Disney through social media create more engagement touchpoints for consumers with the Disney brand. Allowing collectible cards incentivizes people to stay on Disney’s pages longer, which could help build loyalty to the pages even after Disney100. An increase in followers from the Disney100 initiative will allow Disney to market future content to a larger audience using their social media pages.
Anniversary Party in the Parks
Disney’s theme parks have gotten in on the celebration, decorating their parks with Disney100 banners and photo ops [9]. This allows Disney Parks guests to help share the news of Disney100, as when families share pictures of their trip online, their friends and families may spot the large 100 statues near some of the parks’ iconic landmarks.
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Mickey and his friends have received new platinum outfits to celebrate the occasion, and Disney park goers have the opportunity to try out new specialty treats and purchase commemorative Disney100 merchandise [10]. These items are branded as limited, and so fans will want to make sure that they buy their favorite items and snacks before they sell out or before the 100th anniversary comes to a close. These specialty offerings provide a new influx of consumer spending, however, again, Disney’s commitment to quality makes these souvenirs a special memory of the celebration for Disney fans.
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The celebration extends into the overall park experiences as well. In Disneyland’s California Adventure, a new edition of the popular nighttime spectacular, titled “World of Color – ONE” will showcase some of the excitement that Disney has brought audiences over the last 100 years. At EPCOT in Florida, a new mural has drawn guests in, as it features 100 Disney characters for guests to find. They have also brought back the original version of one of their most popular attractions, Soarin’ Over California, for the celebration, which has delighted EPCOT fans and has inspired many to take a trip to EPCOT to experience it before it returns to its current version, Soarin’ Around the World [11].
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Alongside these anniversary festivities, as always, Disney continues to add new restaurants and attractions to their parks to entice new and returning visitors to their parks.With a passionate fanbase, many Annual Passholders to the parks look for new experiences such as these to make them want to head back to the parks. And for possible new guests, the emotional social media content featuring magic from all parts of the company may convince some people that now is the time to take their children on their first trip to Disney. In the sales world, purchases are driven primarily by emotions, which makes it a powerful tool in the marketing sector.
Giving Back
Disney has grown to become a highly influential company, able to reach people throughout the world. Because of this, they have strived to give back to the community. One of their biggest partnerships is with Make-A-Wish, an organization that grants wishes to children with illnesses. Disney has a mission to fulfill all Disney related wishes, with a trip to one of the Disney parks being the most common wish amongst children [12].
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For Disney100, Disney has launched Create 100. Create 100 is an auction that features exclusive and one of a kind pieces by world-renowned artists from across the globe, from individuals in film, art, fashion, music, and more [13]. The pieces are all commissions or one-of-a-kind items, and are connected to a Disney memory or property that that given designer enjoys. Items include Beyonce’s catsuit from Black is King, a Maison Margiela t-shirt featuring Mickey Mouse, and a sculpture paying tribute to designer Virgil Abloh [14]. Each artist was also given the opportunity to nominate an up-and-coming artist to contribute a piece, giving new talent massive exposure [15].
All proceeds will go towards Make-A-Wish and Disney celebrated the launch with a $1 million donation to Make-A-Wish [16]. In creating this campaign for Disney100, Disney has not only put their company in the spotlight, but they have continued to shine light on important causes and have shared the milestone with their community and non-profit partners
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Disney has infused their anniversary celebration into all aspects of their company, from films and streaming to parks and products to their philanthropic efforts. The Disney100 celebration is not just a marketing campaign; it is a commemoration of the impact that Disney has had on the global society. It gives fans the opportunity to remember and share their favorite Disney memories, further fulfilling Disney’s mission of creating meaningful and long-lasting relationships with their guests and audiences. Disney100’s new offerings and engagement points build further brand loyalty and provide additional revenue streams, but more importantly, it merges the nostalgia of the past with the innovation and new creative wave of the future.
Questions marketing managers would consider:
- How would you expand upon Disney’s current marketing strategy for Disney100?
- Why is it important for Disney100 to be consistent with Disney’s mission and values?
References:
[1] Palmer, Rodger. (29 June 2023). Disney To Re-Release 8 Films In Cinemas For A Limited Period. What;s On Disney Plus. https://whatsondisneyplus.com/disney-to-re-release-8-films-in-cinemas-for-a-limited-period/
[2] The Walt Disney Company. (16 Oct. 2023). How Disney Animation’s ‘Once Upon a Studio’ Pays Spectacular Tribute to Disney’s Legacy. The Walt Disney Company. https://thewaltdisneycompany.com/how-disney-animations-once-upon-a-studio-pays-spectacular-tribute-to-disneys-legacy/
[3] Romano, Nick. (17 Oct. 2023). A 100-year Wish fulfilled: How Disney honors its legacy — and looks to the future — on the studio’s centennial. Entertainment Weekly. https://ew.com/movies/disney-100-year-anniversary-wish-once-upon-a-studio/
[4] Romano, Nick. (17 Oct. 2023). A 100-year Wish fulfilled: How Disney honors its legacy — and looks to the future — on the studio’s centennial. Entertainment Weekly. https://ew.com/movies/disney-100-year-anniversary-wish-once-upon-a-studio/
[5] Gruenwendel, Erik. (12 Feb. 2023). Disney Debuts $21 Million 100th Anniversary Super Bowl LVII TV Commercial. Media Play News. https://www.mediaplaynews.com/disney-debuts-100th-anniversary-super-bowl-lvii-commercial/#:~:text=With%20the%20average%2030%2Dsecond,including%207%2C000%20jobs%20this%20year.
[6] License Global. (16 Oct. 2023). Disney100 Content Hub Comes to TikTok. License Global. https://www.licenseglobal.com/new-mediasocial/disney100-content-hub-comes-to-tiktok
[7] License Global. (16 Oct. 2023). Disney100 Content Hub Comes to TikTok. License Global. https://www.licenseglobal.com/new-mediasocial/disney100-content-hub-comes-to-tiktok
[8] License Global. (16 Oct. 2023). Disney100 Content Hub Comes to TikTok. License Global. https://www.licenseglobal.com/new-mediasocial/disney100-content-hub-comes-to-tiktok
[9] Disney 100 Years of Wonder — The Walt Disney Company’s 100th Anniversary Celebration. Disney Food Guide. https://www.disneyfoodblog.com/disney-100-years-of-wonder-the-walt-disney-companys-100th-anniversary-celebration/
[10] Disney 100 Years of Wonder — The Walt Disney Company’s 100th Anniversary Celebration. Disney Food Guide. https://www.disneyfoodblog.com/disney-100-years-of-wonder-the-walt-disney-companys-100th-anniversary-celebration/
[11] Disney 100 Years of Wonder — The Walt Disney Company’s 100th Anniversary Celebration. Disney Food Guide. https://www.disneyfoodblog.com/disney-100-years-of-wonder-the-walt-disney-companys-100th-anniversary-celebration/
[12] GMA Team. (28 Aug. 2023). Disney and Make-A-Wish reach 150,000 wishes granted at Once Upon A Wish Party. Good Morning America. https://www.goodmorningamerica.com/living/story/disney-make-reach-150000-wishes-granted-party-102509196
[13] The Walt Disney Company. (27 July 2023). Disney Launches Global Create 100 Campaign to Celebrate Creativity and Support Make-A-Wish With $1 Million Donation. The Walt Disney Company. https://thewaltdisneycompany.com/disney-launches-global-create-100-campaign-to-celebrate-creativity-and-support-make-a-wish-with-1-million-donation/
[14] Baar, Aaron. (16 Oct. 2023). Disney Celebrates 100 Year Anniversary. Brand Innovators. https://www.brand-innovators.com/news/disney-celebrates-100-year-anniversary
[15] The Walt Disney Company. (27 July 2023). Disney Launches Global Create 100 Campaign to Celebrate Creativity and Support Make-A-Wish With $1 Million Donation. The Walt Disney Company. https://thewaltdisneycompany.com/disney-launches-global-create-100-campaign-to-celebrate-creativity-and-support-make-a-wish-with-1-million-donation/
[16] The Walt Disney Company. (27 July 2023). Disney Launches Global Create 100 Campaign to Celebrate Creativity and Support Make-A-Wish With $1 Million Donation. The Walt Disney Company. https://thewaltdisneycompany.com/disney-launches-global-create-100-campaign-to-celebrate-creativity-and-support-make-a-wish-with-1-million-donation/
Images:
Image 1: https://whatsondisneyplus.com/disney-to-re-release-8-films-in-cinemas-for-a-limited-period/
Image 2: https://disney.fandom.com/wiki/Once_Upon_a_Studio
Image 3: https://www.imdb.com/title/tt11304740/
Image 4: https://www.mediaplaynews.com/disney-debuts-100th-anniversary-super-bowl-lvii-commercial/
Image 6: https://blogmickey.com/2023/04/disney100-sign-installed-at-disney-springs/
Image 7: https://www.undercovertourist.com/blog/disney-100-merchandise/
Image 8: https://attractionsmagazine.com/disney100-character-costumes-debut-at-hong-kong-disneyland/
Image 9: https://wish.org/disney
Image 10: https://www.micechat.com/363127-disney-create-100/
Marketing Management 