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Disney’s new throwback campaign wants to make viewers flip (phone).
Starting this month, Disney+ and Hulu are showcasing ’90s and 2000s nostalgia in new ads highlighting some of the streamers‘ best throwback series. According to Disney, the campaign aims to provide themed content drops across the Disney+ social channels, as well as Easter egg pins viewers can look for.
Disney is also creating real-life instances around the throwback theme, with immersive activations and photo ops in Los Angeles and at various fan events, including VidCon and Destination D23. Additionally, the company is partnering with brands like Swimply and ThredUp over the summer, noting that it’s bringing “fan favorite ‘90s and 2000s locations and looks to life.”
See one of the streamers’ throwback spots here:
Beyond the activations, Disney+ premium subscribers can access a “Throwback Stream,” which is a 24/7 channel showcasing retro Disney content and marathons. For instance, the company noted that the channel provides content from the Saturday morning cartoon era, with shows such as Doug, Recess, Lilo & Stitch: The Series, Phineas and Ferb, Kim Possible, and Pepper Ann.
The company is also introducing a curated Throwback Collection of library titles, including Lizzie McGuire, Hannah Montana, Boy Meets World, and The Golden Girls.
Disney+’s throwback campaign comes amid an ongoing increase in the importance of library depth among streamers, with older series, including shows such as The Office and Suits, regularly making a dent in the Nielsen streaming charts.
According to Nielsen’s 2024 State of Play report, “Content that pre-dates 2010 represents an opportunity as streaming services seek to solidify their standings with viewers.”
