Disney and TikTok today announced a collaboration to celebrate The Walt Disney Company’s 100th anniversary. Fans on the platform “will be able to watch videos from across Disney’s brands, create their own videos with Disney music and effects, play daily Disney trivia, and collect and trade “Character Cards” to win unique profile frames.”
The initiative launches Monday with more than 48 Disney handles participating. The four-week activation will be live in 24 regions around the world, allowing fans of Disney, Pixar, Star Wars, Marvel, ESPN, National Geographic, Disney Parks and many more to access daily content related to their favorite characters, franchises, TV shows and movies.
“For more than 100 years, Disney has been a leader in creative innovation and storytelling, so we are thrilled to continue that legacy with this first-of-its-kind experience on TikTok,” said Asad Ayaz, Chief Brand Officer of The Walt Disney Company, in a statement. “With over 240 billion views across Disney’s portfolio of brands and experiences, TikTok has become a go-to destination for Disney fans to create, engage and connect around their favorite Disney films, shows, characters and experiences, so we’re thrilled to partner with them as we celebrate the 100th anniversary of the company.”
For example, the #marvel universe has racked up 277 billion views on the platform, according to the announcement, and #encanto 31.8 billion views. Disney counts more than 150 million followers on Disney-operated TikTok accounts.
Nicole Iacopetti, Global Head of Content for TikTok, added, “The Walt Disney Company has an incredible legacy of bringing joy and excitement to a global community through its iconic films and TV series, heartwarming characters, thrilling parks and memorable brands. We’re thrilled to partner with Disney to celebrate the company’s undeniable impact on entertainment and on families around the world, starting by giving TikTok’s passionate community of Disney fans unique access to content and experiences they can’t find anywhere else. We look forward to continuing to partner alongside Disney to give our community new and exciting opportunities to enjoy their favorite content.”
On TikTok’s side, the service is curating a special Disney100 Playlist featuring some of the most popular hits from the Disney catalog, including songs from Walt Disney Animation Studios classics such as Cinderella, The Lion King and the studio’s upcoming feature film Wish, alongside hits from Pixar Animation Studios’ Toy Story franchise and Disney Branded Television’s High School Musical juggernaut.
Disney will also become a TikTok Pulse Premiere publisher, allowing advertisers to deliver ads adjacent to some of the most premium entertainment and sports content from Disney on TikTok’s “For You” feed.