In the world of digital, celebrating a milestone and driving audiences to participate can be an extremely challenging and crowded space. The activation included dedicated vertical content around the world’s most famous IP, but most of all a combination of content co-creation and a virtual card collectible game that drove platform conversation and 35 billion collected cards.

Disney was approaching its major 100-year anniversary.

In the world of digital, celebrating a milestone and driving audiences to participate can be an extremely challenging and crowded space. This situation inspired the first-of-its-kind gamified content hub.

The objectives were to expand the Disney community on TikTok, reach core fans, provide unique experiences, and inspire and facilitate creativity to truly celebrate the major milestone.

For more than 100 years, Disney has been a leader in creative innovation and storytelling. At the time of the partnership, Disney had 240 billion views across their portfolio of brands and experiences, with TikTok being the go-to destination for Disney fans to create, engage, and connect around their favorite Disney films, shows, characters, and experiences. The partnership represented the future, the past, and the present of entertainment; one by creating stories and IP that are beloved by all, the other by empowering creators and storytellers to explore and innovate in formats.

To celebrate the 100-year anniversary, both organizations came together to deliver an unprecedented unique experience to reach Disney fans globally, spanning 24 regions.

For the 100-year anniversary, Disney and TikTok aimed to expand the Disney community on the platform, reach core fans, provide unique experiences, and inspire and facilitate creativity to truly celebrate the major milestone.

The main challenge was creating a moment that was innovative and first of its kind for one of the most iconic, trusted brands globally. The gamified experience was truly the first of its kind and perfectly married the iconic trusted IP with innovative gaming technology, subsequently inspiring conversation and creativity for a historic moment.

Disney is a leading global publisher on TikTok, with a presence which spans over 150 accounts globally with over 240 billion views across their portfolio of brands. TikTok collaborated to identify which Disney's IP's were successful on the platform, to optimise fan engagement and success. We subsequently worked with Disney, Pixar, Star Wars, Marvel, ESPN, National Geographic, Disney Parks, so that fans could receive daily incentives to connect with their favorite characters, franchises, movies, and Disney memories.

TikTok needed to build an innovative, gamified, global hub within 6 weeks. As it was the first of its kind, this was also a totally new user experience, so the need to educate users to play on TikTok was paramount to the success of the campaign.

A breakthrough moment was "the surprise" element of users teaching each other how to play and unlock coveted profile frames, which demonstrates the community effect of TikTok.

The creative idea was delivering a first-of-its-kind gamified experience on TikTok that inspired creativity in Disney’s core fan base through their iconic IP and official content from their 48 TikTok accounts.

Fans were able to watch videos from across Disney's brands, co-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 various tasks for collecting character cards, with the end goal of unlocking sought after profile frames, incentivised content creation. This gamification transcended the platform, sparking new conversations across 24 regions.

Disney shared that this collaboration with TikTok facilitated the opportunity to expand their community, reach core fans, encourage creativity, inspire storytelling, and engage audiences through unique interactives.

The impact was unprecedented with the 48 Disney handles, growing by over 187 million followers (182% growth) by the end of the campaign. 24 regions around the globe participated, delivering 7.2 billion video views with #disney100. 18 billion character cards were earned through the Disney 100 gamified hub. Since the launch of the Disney100 hub on TikTok, there was a significant increase in the popularity of some of Disney’s fan-favorite original songs, with a few even earning a spot in the TikTok Billboard Top 50.