Although Disney has been enjoying a cultural and critical reappraisal for some time now, this year has seen a huge surge in its regard.
Frozen’s win in the Best Animated Feature category at the 2014 Oscars is surprisingly the first time the studio has ever won the award in its 13 year history. The critically well-received film is also about to overtake Toy Story 3 as the world’s highest grossing animated film ever. Things are looking up for the 91 year-old company.
In terms of its online presence, according to data collected by Starcount, Disney was the second most popular brand in social media. The top spot was taken by Samsung, which I’ve already discussed in how Samsung owns social video.
So how does Disney use its social channels to interact with its legions of loyal mousketeers? Is it merely through brand awareness, or is there more of a strategy than that?