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Disney

A happiness maker who brings magic and lifelong memories to all generations.

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Interest Community

Disney adults + LGBTQIA + Cosplay

As the coronavirus pandemic was still raging, Disney welcomed back its most loyal and provided escapism through the power of imagination and joy. Now more than ever, visiting this wonderland feels like a voyage to another world.

Identity
Mobilization
Oneness
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Identity

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Disney is at the heart of the American imagination. The theme park faithful count on this, movingly showcased in a The New Yorker documentary, Why Go to Disney World in a Pandemic? To bring normalcy and comfort in uncertain times to Disney Adults, the brand committed to providing the safest possible experience for its visitors, all designed to meet this moment through details of enjoyment.

Social Capital

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Through surveys and app interactions, Disney has been able to improve the park experience by collecting visitor insights. This represents a more traditional way of expressing social capital, as the company has put in place an infrastructure to listen and to prioritize community feedback. Leveraging community insights for monetization through features such as Disney Genie+ and Lightning Lanes may have initially outraged loyalists but Disney is betting most customers will appreciate the innovations that keep them safe and focused on personal, magical moments at the parks.


Disney elevates community content to help people plan their park visits. (source: Instagram)

Oneness

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The spell of Disney is universal. Thanks to Disney+, fans can enjoy the magic of the parks from home through curated watchlists, special presentations and live performances featuring beloved talents. In Nov 2021, the company will host their second Disney+ Day, a global celebration brought to life online and offline. Subscribers will be treated to exclusive experiences and new content releases across the service’s brands, including Disney, Pixar, Marvel, Star Wars, and National Geographic.

On the launch day of the Avengers Campus, fans were able to stream the opening ceremony on social media and recreate their own miniature paper campus from home. (source: Instagram)

Mobilization

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Disney admirably brings fans together around themed days. Certain personal identities are so intertwigned in community that people will mobilize for custom, niche experiences, from Dapper Day to Gay Day to Villain's Day. 


Dapper Day participants embrace the pandemic spirit. (source: Mickey Blog)

By the numbers

$4.341B

earned by the Disney Parks, Experiences and Products segments in Q3 2021, up 100% from the previous year

116M

paying subscribers on Disney+

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