Galvanize our millennial audience with yearly stunt throwing back to nostalgic Disney content and past decades that are back on trend; specifically the 70s, 80s, 90s, and 00s.
Develop a robust content plan around the Throwback theme, ensuring all platforms and audiences are considered and targeted. Encourage fans to emotionally connect with the theme via content that reminded them of their childhoods while being modern enough to be relevant across emerging platforms. We did support on the owned/operated dot com, CRM aimed at Throwback content, a lightweight UGC, and a ton of social activations across relevant communities. We began the week with Chip 'n' Dale Rescue Rangers With Real Chipmunks, created original Throwback art leveraging fan-favorite characters, had over a dozen pieces of editorial, and peppered in additional microcontent across platforms like Vine and Instagram.
The content in our #DisneyThrowback campaign reached over 121M in one week people across platforms. We also had over 1.3M views on our hero video, Chip 'n' Dale Rescue Rangers With Real Chipmunks.
