{"id":2077,"date":"2020-10-10T09:11:27","date_gmt":"2020-10-10T08:11:27","guid":{"rendered":"https:\/\/cookywook.co.uk\/blog\/?p=2077"},"modified":"2020-10-11T21:30:18","modified_gmt":"2020-10-11T20:30:18","slug":"the-disney-epic-launch-thread-a-retrospective","status":"publish","type":"post","link":"https:\/\/cookywook.co.uk\/blog\/the-disney-epic-launch-thread-a-retrospective\/","title":{"rendered":"The Disney+ epic launch thread – a retrospective"},"content":{"rendered":"\n

In October 2019, Disney took to Twitter to announce the launch<\/a> of its new streaming service, Disney+. And it was one of the most ambitious and creative uses of social media I’ve ever seen.<\/p>\n\n\n\n

Rather than the usual launch copy with asset linking out to a landing page<\/em>, Disney took another route. To show off the depth of the catalogue available, they listed every single<\/strong> show available on the service<\/strong>, <\/strong>in a single Twitter thread. That’s over 600 tweets in a row.<\/p>\n\n\n\n

Yes, I know. As a social marketer, I probably get more excited about this than the average person. But do you know how annoying<\/em> Twitter threads are to make? I assume Disney got special assistance from Twitter for this because it would just be mind-bogglingly difficult to do otherwise.<\/p>\n\n\n\n

But even a non-marketer can appreciate the genius of form and content here. In classic ‘show don’t tell’ fashion, Disney shows you that Disney+ has got the lot. Scrolling the thread, you can’t deny the sheer volume of content. There’s no Shrek<\/a> or Ace Ventura: When Nature Calls<\/a>, but there’s still plenty of good stuff.<\/p>\n\n\n\n

And there’s a certain genius in the way it’s structured. Rather than kicking off with the highest-value properties, it seems to be in chronological order for some reason. This means you have to scroll quite a long way before you see, like Star Wars, and things. And that’s neat! Little nuggets of big names peppered throughout, a reward for your continued engagement.<\/p>\n\n\n\n

The other benefit of Disney listing EVERY SINGLE THING ON THE SERVICE is that half of it is completely bonkers. Stuff that’s aged poorly, or was just made poorly at the time. But it’s in there. A cultural treasure trove for us to dive into.<\/p>\n\n\n\n

Let’s take a look at some Disney+ highlights<\/h3>\n\n\n\n
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The Luck of the Irish (2001) pic.twitter.com\/keT4rWiQ4L<\/a><\/p>— Disney+ (@DisneyPlus) October 14, 2019<\/a><\/blockquote>