There is a new TikTok X Disney partnership to celebrate the legendary entertainment brand’s 100 years of creating magic. TikTok’s new venture with everyone’s favorite Mouse-led company brings new in-app engagement opportunities for Disney fans. Will there be classic “Hidden Mickey” filters now?

A Whole New World

As seen in this clip, and as part of a limited activation, Disney fans can watch clips across Disney’s brands. On top of that, users can also create videos with Disney music and effects, play Disney trivia, collect and trade digital character cards, and more.

As TikTok explains:

“Beginning on October 16th, in honor of The Walt Disney Company’s 100th anniversary, we’re giving the passionate community of Disney enthusiasts on our platform a first-of-its-kind destination within TikTok that invites Disney fans to a unique interactive experience where stories, magic, and memories come together.”

TikTok says that it hosts more than 48 Disney-affiliated channels, all of which will be participating in the 4-week activation. TikTok X Disney sounds like it’s more about Disney than TikTok, but perhaps that is where the advantage lies. 

“Whether they celebrate legacy films, heroes from the #marvel universe (277B views) or newer classics like #encanto (31.8B views), Disney fans come to TikTok to connect and create entertaining, insightful videos that make the shared Disney experience on TikTok special. The creativity of Disney’s brands is beloved by more than 150 million followers of Disney-operated TikTok accounts, who tune in for the action on can’t-miss moments on @espn, on-the-ground excitement from @disneyparks or educational content from @natgeo.”

For context, Disney now includes characters beyond Mickey Mouse and friends. Over time, Disney has acquired other major franchises, including Marvel and Star Wars. That gives the company heaps of content and intellectual properties to showcase during the event. That could be beneficial for connecting with younger audiences and fans, linking the next generation to Disney’s expanded IP. Then again, Disney does not really require help with marketing itself, given the ubiquity of its characters.

The new program will help enhance Disney’s fan connection, cementing its roots within TikTok. At the same time, TikTok is also looking to spark some vira music trends.

“In addition, TikTok is curating a special Disney100 Playlist for our community featuring some of the most popular 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.”

The Wrap

If the TikTok X Disney combo leads to a resurgence in Disney-related UGC, then that could be a big branding benefit. It’s a clever partnership that can provide broader brand awareness for Disney’s future releases. At the same time, the initiative generates more engaging, resonant user experiences. The new partnership comes into effect next week, offering better opportunities for brands to tap into themed promotions.

Sources

https://bit.ly/3Q0Hwyi