The Australian animated series "Bluey" has become a massive hit with kids and parents all over the world. “Bluey” explores playtime, imagination, and family life as experienced by the titular character, Bluey—an Australian Cattle Dog—and her family and friends.
For American fans of the empathetic, educational, and exceptionally fun series, Disney+ is the destination for "Bluey" and the home of new episodes. For the longest episode of "Bluey" ever, Disney Branded Television looked to draw attention to the special event, excite fans, and drive tune-in for the series.
"The Sign," was the first special episode for "Bluey," clocking in at four times the normal length. Disney needed to mark the major occasion for the show, and its appropriately amped-up story, with a social post that would capture viewers' attention and draw them in for the biggest "Bluey" moment ever.
Disney+ created an understated social post that was guaranteed to capture fans' attention and generate conversation about "Bluey." The post uses an image fans know extremely well: that of the Heelers' house, where most "Bluey" episodes take place. The video post splits used a two-part image of the front of the house. The first image, which shows the left side of the house and front yard, is as fans expect it. As the video plays and swaps to the second image, however, fans' minds were blown by the reveal of a "For Sale" sign. The Heelers were moving!
Disney used the iconic image of Bluey's house and a simple sign, alongside the smart applications of the presentation of social media to create a shocking reveal that grabbed the attention of kids and parents and drove them to the biggest and most impactful "Bluey" story yet.
Disney's social media post was a huge success for Disney+, driving conversation online and driving viewers to tune in for the huge episode.
On TikTok, the post earned:
"The Sign" had 10.4 million viewers on Disney+ in the first week after its release, gaining the biggest tune-in for any "Bluey" episode, and the biggest tune-in for any Disney Jr. show.
