By Gary Symons
TLL Editor in Chief
Disney is 100 years young, and is celebrating its centennial hanging out with the cool kids on TikTok.
Starting Oct. 16, The Walt Disney Company unveiled a first-of-its-kind destination within TikTok that invites Disney fans to a unique interactive experience where stories, magic, and memories come together.
“For more than 100 years, Disney has been a leader in creative innovation and storytelling, so we are thrilled to continue that legacy with this first-of-its-kind experience on TikTok,” said Asad Ayaz, Chief Brand Officer of The Walt Disney Company. “With over 240 billion views across Disney’s portfolio of brands and experiences, TikTok has become a go-to destination for Disney fans to create, engage and connect around their favorite Disney films, shows, characters and experiences, so we’re thrilled to partner with them as we celebrate the 100th anniversary of the company.”
Fans can go to the Disney100 hub to watch short 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” of favorite characters to win unique profile frames to show off their fandom.
“The Walt Disney Company has an incredible legacy of bringing joy and excitement to a global community through its iconic films and TV series, heartwarming characters, thrilling parks and memorable brands,” said Nicole Iacopetti, Global Head of Content, TikTok. “We’re thrilled to partner with Disney to celebrate the company’s undeniable impact on entertainment and on families around the world, starting by giving TikTok’s passionate community of Disney fans unique access to content and experiences they can’t find anywhere else.
“We look forward to continuing to partner alongside Disney to give our community new and exciting opportunities to enjoy their favorite content.”
With more than 48 Disney brands participating, the four-week activation will be live in 24 regions around the globe, highlighting the breadth of content from The Walt Disney Company. Fans of Disney, Pixar, Star Wars, Marvel, ESPN, National Geographic, Disney Parks, and beyond can expect daily reminders of why they connected with their favorite characters, franchises, movies, and Disney memories.
Of course, Disney’s presence on TikTok is nothing new, as the media company has a huge following on the platform. The hashtag #marvel has amassed a staggering 277B views, while newer classics like #encanto has already tallied 31.8B views. Overall, Disney-operated TikTok accounts are followed by more than 150 million people, who can tune in to see highlights from @espn, clips from inside theme parks @disneyparks, or educational content from @natgeo.
In addition to Disney’s range of existing channels, TikTok is curating a special Disney100 Playlist for the community featuring some of the most popular musical hits from the Disney catalog, including songs from classic movies like “Cinderella” and “The Lion King” as well as the upcoming “Wish,” alongside hits from the likes of “Toy Story” and “High School Musical.”
Disney says that, in addition to the launch of the Disney100 hub, the company will also become a TikTok Pulse Premiere publisher, allowing advertisers to deliver ads adjacent to some of the most premium entertainment and sports content in the world. Content will flow from Disney on TikTok’s For You feed.
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