A couple of days ago Disney launched their upcoming projects on D23 – the largest Disney fan event in the world. Every self respecting Disney fan is part of this community and was invited on an exclusive experience. Our editor analysed the event and highlighted 3 main focus points on why D23 is a superior example of branded entertainment. With these 3 insights you might be able to improve your own branded entertainment aswell.

Community Feeling

Disney has a massive global fanbase, so it’s no surprise that a packed arena was buzzing with anticipation for the big news. A large crowd not only makes a strong impression but also creates a sense of community. You feel connected with other ‘fans,’ which strengthens your ‘fan feeling’ towards the brand. If you’re launching something yourself, make sure as many fans as possible are present. In the early stages, friends and family can perfectly fill this role. The key is to have a large, enthusiastic group to celebrate your brand.

Building Excitement

Disney continually taps into dopamine moments. How do they do it? By building suspense, creating a cliffhanger, and then delivering a powerful resolution. For example, a mysterious figure supposedly sneaks into the building… absolute silence. The Disney castle appears – the iconic opening screen of a Disney movie, signaling that something is about to happen… And then, suddenly, a live-action version of STITCH bursts through the screen. The crowd goes wild. Building suspense – a cliffhanger that hints something is coming – is then broken with a bang, revealing that a live-action version of Lilo & Stitch is on the way. This technique creates excitement, making people feel like they’re on an emotional rollercoaster. And it’s that rollercoaster ride that gets shared afterward.

FOMO – Fear Of Missing Out

By applying the previous two techniques, people start sharing their D23 experiences. Just look at all the videos flooding TikTok. This creates FOMO. People who weren’t at the event feel like they’ve missed out. This FOMO feeling creates a perception of exclusivity: “Since I wasn’t there, others had an advantage over me. Next time, I want to be there too.” This exclusivity fosters brand engagement (or at least the desire for it), which will undoubtedly drive more people to get a subscription on D23 or even drive people to Disney’s theatres.

To be continued…

Major companies like Disney and Apple eagerly use this strategy. What’s stopping other brands from doing the same? Exclusive influencer launches or premieres are already tapping into this. But what if you open it up to the broader public? People’s friends were there, but themselves were not – resulting in more and broader brand engagement. Branded entertainment is a useful tool for this.

Awareness – Community – Excitement – FOMO. These are the elements of such a branded entertainment campaign. Don’t hesitate to try this strategy yourself at your next company event or product launch!