Disney+ Day is an annual celebration of the Disney+ global community that debuted in 2021 and features content premieres from the streaming service’s marquee brands, special experiences and offers for subscribers and fans, and more. This year, Disney+ Day returned on Thursday, September 8, leading into D23 Expo.
Building off the foundation set in 2021, this year’s expanded efforts include activating more platforms and covering the extending celebration of in-person experiences, talent captures, and breaking news. With a robust day-of content slate from Disney, Pixar, Marvel, Star Wars, and National Geographic, Disney+ Day was a global media takeover that would be bigger than our previous effort. Company wide campaigns naturally come with more challenges than those specific to a certain brand, and Disney+ Day was no different. The Disney+ Digital Team had to juggle support for the premiering titles, surprise titles that dropped at midnight, platform specific paid partnerships, orchestrate Disney Bundle support, and a global influencer stunt. The fact this was a company wide campaign that touched everything from Parks to Freeform, there were many stakeholders involved; this resulted in a need for shorter turnaround times, more routing, and an overall extended production process.
The team's hard work resulting in an increase in views compared to Disney+ Day 2021 as well as an overall awareness increase. This is credited to the global media takeover that placed activations across social platforms, support of in-person events, and platform specific content.