#DisneyPlusPH
Disney+ hosted the biggest housewarming party on Twitter for Filipinos — we invited everyone into the homes of different Disney characters 6-days counting down to the launch.
The Context Given that media laws in the Philippines are strict, how can Disney+ still throw a party to announce their arrival in the Philippines (without actually mentioning the platform)?
The Approach We know that ‘Home’ is a special concept in the Philippines. Filipinos value relationships beyond genetic connections and bloodlines. They love throwing a party to foster that bond. Given that we are not allowed to mention Disney+ explicitly, we made the Disney+ characters host a housewarming party.
Every day leading up to the launch, we invited fans to enter the world of different Disney+ characters to create a bond. We also included a notification to inform fans on how they can experience all of it on the platform on launch day.
