To drive scaled awareness for Disney+ and its September Blockbuster Offer, we focused on building a blockbuster-sized creator mailer that leaned into priority programming, with a focus on the highly anticipated September streaming release of Inside Out 2.
Creators often receive many traditional PR mailers a month, most ending up as only as a quick IG story. For the Disney+ Blockbuster Offer, to maximize impact, awareness and increase % of in-feed and evergreen content, our strategy was to deliver More Than a Mailer.
To deliver beyond expectations, our goal was to ensure a bold and innovative, social-first mailer would provide creators with a premium interactive experience that they (and their friends and family!) could use for many years to come in their streaming environment.
Enter: The Disney+ Claw Machine. This layered experience contained coins representing the $1.99 Blockbuster offer, a customizable claw machine representing Disney+ and hidden surprises within Inside Out themed orbs that all reflected new and priority programming on the service.
To further drive brand reach, creators were stratgically selected based on their interests, with a mix of Disney, Arcade/Claw Machine and Unboxing creators all across the country invited to recieve a clawsome suprise on their doorstep!
Creators collectively made over 262 pieces of organic content that generated 1.28M engagements, 41M impressions/views and 221M reach. The biggest success? Over 85% of posts were in-feed, a 45% YoY increase from traditional PR mailers.
Inside Out 2 drove 30.5 million views* globally on Disney+, based on five days of streaming, making it the No. 1 film premiere on Disney+ in 2024 and the No. 1 theatrical film premiere on Disney+ since Walt Disney Animation Studios’ Encanto (2021).
* A view is defined as total stream time divided by runtime.
