The Disney Music Group teamed up with The Escape Pod to roll out the "Magic Happens Here" campaign for the Disney Hits playlist.
Disney Hits is a streaming music playlist that aggregates the most popular and iconic Disney songs from the past 100 years into one location. It averages 90 million monthly streams and is available on all major music-streaming services worldwide.
The two, The Disney Music Group and The Escape Pod, worked with production company Gravity Well Studio to produce the spots.
This is the first multi-spot major advertising campaign for Disney Hits. The "Magic Happens Her"e spotlights how the Disney Hits playlist adds a little musical enchantment to anyone's day, proving that any moment can be magical.
Rob Souriall, vice president of marketing at Disney Music Group, said the campaign consists of three new spots that initially launch in the U.S. this holiday season and then expand into Canada and the U.K. in 2024.
These spots are in English, but the company is considering shooting new ones with local casting and language to tell the same story in other countries.
Marketing Daily caught up with Souriall to talk about the campaign, how the music service works, and who benefits from the ad targeting.
We’ll pulse in and out with television -- broadcast and connected TV -- as well as in-cinema buys throughout the year. We run some out-of-home billboards.
We also have our own branded “Disney Hits” SiriusXM Channel (133). This is similar to the Disney Hits Playlist, but it is programmed like a radio station. The SiriusXM Disney Hits Channel plays all our legendary, timeless Disney hits, but also has specialty shows and interview segments.
In general, we target families, and moms, thought of as the chief planning and purchasing officer of the household. There are legendary and classic songs that appeal to every demographic -- grandparents, parents, young adults, teenagers, and kids. We like to refer to this as the musical “Circle of life.” Pun intended.
These new creative spots are all about contextually bringing this story to life.
We receive a ton of data from our partners like Spotify or Amazon. It shows us when consumers skip songs and how long they stay engaged listening. Based on this information, we will remove songs that do not perform well. The audience speaks and we react.
The basic proposition is to remind moms just how easy it is to make the trusted, family-safe music of Disney the soundtrack to everyday life moments.
In fact, it’s as easy as asking all of those voice-activated devices in our households to “Play Disney Hits."