In honor of The Walt Disney Company’s 100th anniversary, Disney partnered with TikTok for a first-of-its-kind content hub, offering fans a unique, interactive experience on the TikTok platform where stories, magic, and memories came together.
The goals of this premiere execution were to:
Live from 10/16/23 - 11/13/23, the Disney100 TikTok hub allowed fans to watch videos from across Disney’s brands, create their own videos with Disney music and effects, play daily Disney trivia, and collect and trade “Character Cards” to win unique profile frames to express their fandom. With more than 49 Disney handles participating, the four-week activation was live in 24 regions around the world.
The Hub prominently featured the latest Walt Disney Animation Studios feature film, Wish, with characters and music from the movie featured in the Hub,
The Disney team curated a Disney100 Playlist, which encouraged the TikTok community to create with popular Disney hits. The Disney100 Playlist included songs from classics like Cinderella and The Lion King, in addition to new movies like Wish, hits from Pixar Animation Studios’ Toy Story franchise and Disney Branded Television’s High School Musical franchise, and more.
Social conversation registered extremely positive throughout the campaign, largely driven by fans trading character cards with one another and celebrating the company’s 100th anniversary.
The response from fans on the platform was astronomical, solidifying Disney as a culture driver on TikTok. The results were equally as impressive and included: