The Drum Awards for Marketing - Extended Deadline

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Agency: Disney
Date: Sep 2017
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Disney Digital Network launched the new 'Club Mickey Mouse,' an always-on digital- and social-first variety program, and revealed the eight teens selected as the next class of Mouseketeers. 'Club Mickey Mouse' follows the journey of the new Mouseketeers as they create new music and choreography and build friendships. Developed in partnership with HP Inc, the program lives on Facebook and Instagram through Facebook Anthology.

'Club Mickey Mouse' is one of the first programs created entirely for social feeds. The new Mouseketeers are digital-first creators, selected with talent, authenticity, and attainability in mind. Over the course of seven weeks, they will share their journey on the @ClubMickeyMouse Instagram and Facebook accounts through Instagram stories, Boomerangs and Facebook Live videos, as they document the behind-the-scenes process of writing their own songs, choreographing their dances, and their experiences on set. Each week will culminate in a unique musical performance and a marquee music video. Walt Disney Records will also distribute the original music weekly through online music stores, including a new “Club Mickey Mouse” theme song which was released on September 12, 2017.

Credits

Disney Digital with HP Inc