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Disney + Case Study

Disney, one of the most well-known companies in the world, launched an unconventional mobile marketing initiative to conduct surveys after debuting its new streaming service, Disney+. This guerrilla marketing campaign was designed to gather critical feedback from subscribers regarding their experience with Disney+ shortly after the service's launch. 

INSIGHTS, STRATEGY & TACTICS

The STRATEGY & TACTICS

By employing this unique guerrilla marketing technique, Disney hoped to gain valuable insights into subscriber perceptions that could be used to enhance the user experience, improve the content selection, address any issues, and boost subscriber numbers for Disney+. 

The right Activations

The activation utilized brand ambassadors, mobile LED billboard trucks, food trucks, and mobile showrooms.


  • Mobile LED billboard trucks were used to capture pedestrians' attention as they passed by.


  • Brand Ambassadors and Talent were hired to greet, mingle with, entertain surveyors, and direct data gathering.


  • Food trucks were positioned to maintain surveyors' attention and location while they waited.


  • Mobile showroom trucks were equipped with iPads for touchscreen surveys to streamline data. The showroom also had Wi-Fi to send data to Google Sheets for real time analysis.

The Right Location

For 5 days, the Disney+ data train circulated among different geographic locations in Manhattan based on subscriber demographics. 

Disney Campaign Photos

 DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS.  WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.   

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