How Disney Plus’ Marketing Strategy Set it Apart
Speaking about the scale of the marketing efforts to launch Disney+, Bob Iger, Disney’s Chairman said: “comprehensive probably is an understatement.” “It is going to be treated as the most important product that the company has launched.” And he wasn’t overstating his claim. Disney pulled all the stops to stake its claim in the streaming wars. From crafting the perfect launch timing to mixing digital with physical initiatives Disney’s marketing and content have enabled the it to amass 50 million subscribers in only five months. Want to know how Disney did it? Take a look at some of the moves it made to position itself as a go-to streaming platform.
1. Offline channels still carry enormous value. With all of the hype surrounding platforms like Instagram and TikTok it can be easy to forget the importance of marketing using traditional channels like in person events. Events provide the human connection we all crave and experiences you can’t replicate online. And if done right events are much more memorable than any experience you can have online. When you think about your most memorable experiences how many of them took place online vs. offline?
Despite the fact that Disney was marketing a digital service it placed a strong emphasis on in-person marketing. The Disney+ marketing campaign kicked off at Disney’s annual D23 expo in California that attracts more than 100,000 people that are part of Disney’s official fan club. At the event participants could sign up for the streaming service on the spot. If they joined the “Founders Circle” which involves a three-year commitment to Disney+ the subscriber received a steep 33% discount to sign up for the streaming service meaning that the service only costs $4 per month.
In Disney’s physical properties like Disneyland, tour busses were covered in ads pushing the service. Even patrons on Disney cruises were shown a sneak preview of exclusive Disney+ content. Then Disney stores were brought into the mix by giving customers the ability to easily scan a QR code using their smartphones leading them to the sign-up page for the service.
Not to leave anything for chance on launch day in Manhattan New York, Disney employees wearing branded hats could be found outside of the Bank of America promoting the service. A Disney+ branded food truck also gave away Simpsons themed donuts, Disney+ cookies and other treats. Live demos of the service were also set up so that people passing by could test the service before signing up. Even musicians were on site playing music from Disney movies. If it seems like a lot, it was. But it takes a lot to market a new service especially in a crowded market even if its developed by a well-known company like Disney.
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2. The benefits of perfect timing. Part of the brilliance of Disney’s marketing campaign was the timing of events surrounding launch. Disney+ launched on November 12th and then Frozen 2 was released in theaters just 10 days later meaning that fans could watch the original movie exclusively on Disney+ in advance of the sequel coming out. Then six weeks after launch the ninth and final installment in the Star Wars saga, The Rise of Skywalker was released on Disney+. Disney’s sequence of events underscores how important it is to nail the timing of a launch including surrounding events. It is also important to pick a time of the year that resonates in the minds of consumers. Since Disney launched close to the holiday season many people were thinking about how they were going to entertain themselves over the holidays especially parents with young children.
3. Lucrative partnerships. One of the best ways to market a product or service is to partner with another organization that has a vested interest. Wireless carriers often partner with content providers to provide an incentive for customers to sign up and reduce churn. Disney partnered with Verizon to allow eligible Verizon data subscribers to access the service for one year for free. This move provided Disney with a quick way to immediately reach millions of customers that might be interested in its service.
4. Content is king. While Disney does not have close to the amount of content that Netflix has it does have a lot of sentimental and fan favourites meaning that its marketing job gets easier over time as it adds to its library. On Twitter to promote the launch Disney posted a 233 tweet long thread showcasing every single movie that is available on Disney+. The first movie featured was “Snow White and the Seven Dwarfs” which debuted in 1937. Who hasn’t heard of that classic? "They've got to invest in content, because content is, in a sense, their best marketing tool," says Ramona Pringle, who writes a technology column for the CBC. "If there's nothing to watch, people aren't going to stay."