The world's most recognizable family entertainment brand was creating an all-in-one chatting and gaming kids app for the 8-12 demo. Joining the Mobile Games team a month after launch at the Disney GC3 Campus in Glendale, I created a programming strategy for the app's official channels (somewhat similar to Snapchat) and its social networks, focused on driving DAU and providing snackable, shareable content. This was a six month, in-house, 40 hour/week, freelance project.
I produced original video and BTS content, promoting multimillion dollar releases across Studio and Pixar business units, including Dr. Strange, Moana, Rogue One (Star Wars) with multi-platform campaigns including in Disney Mix app and on social (Disney Mix Instagram, Facebook, Disney Games Facebook – 2.8MM followers). I grew our Instagram, our most active social platform, by 233%.
Working closely with the Disney Games Community Manager, I helped create and execute marketing launch campaigns for Disney Mix with original in-app content and on social. This included working with talent from Disney Channel, Disney XD, and Radio Disney – like Olivia Holt and Sophie Reynolds – to capture behind the scenes (BTS) content.
Working with a very skilled video editing team, I produced original animations and static content to promote Disney Mix product updates like new memes, new skins, new games. I also produced show lifts and movie clips with added music and graphics. I interfaced with teams from Disney XD, Disney Channel, Studio, and Publishing to align show lifts with corporate priorities, premieres, and releases.
Working with the amazingly talented team at Disney Games, I helped produce new stickers, memes, app skins, and avatars. I interfaced with other teams at Disney, including Studio, XD, and Channel to determine company-wide priorities and work with the product team to support these through app features.
A sample promotion were Finding Dory stickers, for example, a hugely popular IP for us. We also created Mickey ear hats for all avatars to wear during Mickey's birthday. (It's November 18th if you're curious.)
Interfacing with Disney Studio and Disney Channel, I worked closely with the Disney Games Community Manager and Social Content Strategist to execute marketing campaigns in the app and on Disney Mix's Instagram and Facebook accounts. These included a Moana takeover with BTS content, and a Frozen TV special exclusive teasers.
I aligned in-app content and corporate priorities with social strategy, including original assets like screen shots and video show lifts for Instagram and Facebook, always following COPPA best practices. I maintained and executed all Instagram and Facebook posts. I more than doubled our Instagram following.
In addition to working on Disney Mix, I also developed robust programming schedule for Disney GIF with multiple weekly updates against corporate anniversaries, holiday, releases, and branded content (e.g., Hasbro). I interfaced with Programming, Operations, and Graphics to produce and publish time sensitive and exclusive trailer drops.
In addition to working on Disney Mix and Disney GIF, I also supported Mobile Games marketing releases (Disney Magic Kingdom, Emoji Blitz) across DI web and social properties like OhMyDisney.com and Mickey Mouse Facebook (13MM+ followers) while interfacing with content team to best align priorities.