| Title | The Mother of all Threads |
| Agency | TBWA\Chiat\Day Los Angeles |
| Campaign | The Mother of all Threads |
| Advertiser | Disney |
| Brand | Disney+ |
| Date of First Broadcast/Publication | 2019 / 11 |
| Business Sector | Media, Publishing & Production |
| Story | In 2019 Disney decided to launch their new streaming platform Disney+. Its biggest strength? Disney+ is much more than Disney, it’s also home for Pixar, Marvel, Star Wars, and Nat Geo. In other words, the content from all those brands was moving from all other streaming services to live exclusively on Disney+. So how could we flex this in front of the world? Instead of launching the platform with a traditional, huge, TV spot, we launched it with 10 tweets that displayed all our force. We called it "The Mother Of All Threads." A meticulously orchestrated thread between the iconic brands, where each one of them (with millions of followers) invited the following one to join the move to Disney+. What started as a conversation between 5 brands, quickly became a conversation between millions of people, becoming Trending Topic on Twitter. |
| Philosophy | Instead of launching the platform with a traditional, huge, TV spot, we launched it with 10 tweets that displayed all our force. We called it "The Mother Of All Threads." A meticulously orchestrated thread between the iconic brands, where each one of them (with millions of followers) invited the following one to join the move to Disney+. What started as a conversation between 5 brands, quickly became a conversation between millions of people, becoming Trending Topic on Twitter. |
| Problem | In 2019 Disney decided to launch their new streaming platform Disney+. Its biggest strength? Disney+ is much more than Disney, it’s also home for Pixar, Marvel, Star Wars, and Nat Geo. In other words, the content from all those brands was moving from all other streaming services to live exclusively on Disney+. So how could we flex this in front of the world? |
| Result | In the end, the stunt resulted in surpassed expectations leading to 10 million sign-ups on the first day of launch. |
| Media Type | Social Media |
| Length |