Why Disney Wants Consumers Celebrating Disney+ Day Every Year

Repeatable marketing tentpole can ‘flame anticipation and advocacy’ while building brand loyalty


Almost exactly two years ago, Disney took the wraps off streaming service Disney+ with an immense, nationwide marketing push celebrating the platform’s debut. Now, ahead of the streamer’s second anniversary, Disney+ is once again planning a global celebration—and this time, it’s hoping to make the birthday bash an annual event.

The Nov. 12 event, dubbed Disney+ Day, is really more of a week-long effort: it kicked off on Monday with certain discounts and special deals for customers buying ebooks and NFTs.

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