Toy Story has had a few firsts: first ever computer animated film and now its the number one grossing animated film of ALL TIME. This animated gem has had a lot of tech buzz aswell, first being featured during the release of Apple's iAds platform. It caused even more ruckus when Toy Story 3 was the first promoted trending topic on Twitter- becoming the first brand to take the road less traveled and championing Twitter as a collaborator for promotions. All this being said, close to a year ago SWIX set up accounts for several big brands and Disney was one of them.
Looking at the Disney & Pixar combined Twitter account- it is clear that what spurred its biggest spike was its press release about the anticipated Disney Keychest; a collaboration between Disney and Apple for a platform that would provide movies, TV shows and other digital content to customers through any internet-enabled device they own. Who knows if Apple's tech savvy and Twitter loving following helped grow Disney's Twitter presence through the announcement, but the news that this was 'in the works' certainly kick started the growth of the account. The pod presented below shows the growth in Followers since the "beginning" of our SWIX tracking- Disney has a whopping 3200% increase since the start.
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Taking a closer to the last three months, with Toy Story 3 being Twitters first ever promoted tweet actually helped the account gain close to 17,000 new followers between the day of the promoted trending topic (Tuesday June 15) and the North American release of the movie (Friday June 18). There is so much Twitter and Disney love that The Sorcerer's Apprentice was also the first @earlybird promotion for Twitter which could have contributed to the 30% growth for Disney/Pixar through the months of June, July and August. Pretty impressive.
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If you're interested the other platforms that we tracked for Disney over the course of the year, check out the account we created here.
