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Disney+ and Hulu Go “Totally Rad” with Nostalgic Campaign
Get ready to rewind and relive your favorite memories! Disney+ and Hulu are launching a brand-new “throwback” campaign this month, designed to immerse viewers in the nostalgia of the ’90s and 2000s. The campaign will showcase some of the streamers’ most beloved series from those iconic decades through engaging new advertisements. Beyond just ads, Disney plans to enhance the experience with themed content drops across Disney+’s social channels and even hidden “Easter egg pins” for eagle-eyed viewers to discover.
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To further immerse fans in this nostalgic journey, Disney is developing real-life experiences centered around the throwback theme. This includes immersive activations and photo opportunities planned for Los Angeles and various fan events, such as VidCon and Destination D23. Additionally, the company is collaborating with brands like Swimply and ThredUp throughout the summer, aiming to “bring fan favorite ’90s and 2000s locations and looks to life.”
Beyond the immersive real-world activations, Disney+ is offering its premium subscribers an exclusive “Throwback Stream” — a dedicated 24/7 channel showcasing a continuous feed of retro Disney content and marathons. Imagine reliving the glory days of Saturday morning cartoons, with the channel featuring beloved shows like Doug, Recess, Lilo & Stitch: The Series, Phineas and Ferb, Kim Possible, and Pepper Ann.
In addition to this always-on stream, Disney+ is also introducing a specially curated “Throwback Collection” within its library. This collection will feature a treasure trove of fan-favorite titles, including iconic series such as Lizzie McGuire, Hannah Montana, Boy Meets World, and The Golden Girls, allowing subscribers to easily discover and revisit their cherished classics.
Disney+’s strategic throwback campaign arrives at a time when the depth of a streamer’s content library is increasingly crucial in the competitive streaming landscape. Older series, such as The Office and Suits, consistently demonstrate their enduring popularity by making significant impacts on the Nielsen streaming charts.
This trend is further underscored by Nielsen’s 2024 State of Play report, which highlights that “Content that pre-dates 2010 represents an opportunity as streaming services seek to solidify their standings with viewers.” Disney+’s new campaign appears to be a direct response to this recognized value in legacy content, aiming to leverage its extensive catalog of beloved classics to attract and retain subscribers.
What “throwback” shows are you excited to stream?
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