Cannes Lions
DISNEY DIGITAL NETWORK, Glendale / HEWLET-PACKARD / 2018
Overview
Entries
Credits
Description
Club Mickey Mouse is the digital reboot of the classic Mickey Mouse Club series. The campaign was designed as a social-first program that follows the journey of eight multi-talented teens as they sing, dance, and create original content for Facebook and Instagram feeds. In addition to six original music videos, the series included behind-the-scenes, short-form content shot by the Mouseketeers from their point of view. Developed in partnership with HP Inc., the program lives on Facebook and Instagram through Facebook Anthology. Club Mickey Mouse aimed to reintroduce the Mouseketeers, along with HP Sprocket Photo Printers, to a new generation of consumers, including Gen-Z and Millennials.
Execution
The concept for Club Mickey Mouse was first announced at a special Facebook Anthology showcase in December 2016. After bringing HP on board as the exclusive Anthology partner, our team shaped the concept to highlight HP product integrations. The production team began the casting process for the new Mouseketeers and mentors before going into production in summer 2017. The series went live in September 2017 across Facebook and Instagram accounts through Instagram stories, Boomerangs and Facebook Live videos, as the Mouseketeers documented the behind-the-scenes process of writing their own songs, choreographing their dances, and their experiences on set. Each week culminated in a unique musical performance and a marquee music video, beginning with the premiere of “Club Mickey Mouse Theme Song,” an original take on the classic “Mickey Mouse Club March.” Walt Disney Records also distributed the original music weekly through online music stores.
Outcome
Since premiering in September, Club Mickey Mouse rolled out more than 1,200 pieces of original content including six original music videos, micro-content, shareables and Instagram stories. Across Facebook and Instagram, the entire Club Mickey Mouse campaign generated more than 375 million digital impressions, 55 million video views, 2.5 million engagements, and 81,800 new social media followers.
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