The Disney Bundle
A Spokesperson For All Your Wildest Streams
To build buzz for “The Disney Bundle” (a subscription to Disney+, Hulu and ESPN+), we wanted to break out of the brands’ standard “clip spot” format. So we created The Streamer, a man who knows anything and everything there is to know about streams and streaming content. This comedic, pun-packed campaign features actor/former professional wrestler Dave Bautista as The Streamer.
The Challenge
- Disney+ needed to stand apart in the crowded streaming wars—not with another clip-heavy montage, but with something bold enough to honor its cultural legacy and attract a new generation of fans. The task: introduce beloved classics and fresh titles to both longtime Disney loyalists and first-time streamers, while positioning The Disney Bundle as unmatched in value and variety.
The Solution
- We built on a simple truth: Disney doesn’t just reflect culture—it defines it. That meant creating a campaign that honored lifelong fans while pulling in a new generation to discover both classic and fresh titles. Enter “The Streamer”—the ultimate expert on all things streaming. More than just a character, The Streamer embodied the unmatched value of The Disney Bundle, positioning it as the only place to find everything Disney and more.
An Integrated Debut During The Olympics
In just 10 short weeks, we created an integrated campaign, debuting during the 2021 Tokyo Olympics on national broadcast and cable TV. The Streamer was teased out the night before on Twitter with a simple hours-long livestream of, you guessed it, a stream. And who better to present this stream than our own Streamer? While the spots ran on air, we built a social campaign that celebrated all the great content in the bundle. From Twitter to TikTok, The Streamer posted musings about streaming, made show suggestions and even promoted live content on Hulu, Disney+ and ESPN+. And he’s still active to this day.
Our campaign objectives were to grow awareness, social chatter and move the needle on subscriptions. As a result, the campaign succeeded by every metric in all three categories.
increase in customers in US and Canada
New subscribers in Q1 & Q2 of 2021
