Extend Brand Momentum Into the Holidays

In 2023, Disney Advertising announced a slate of sponsors for its Halloween and holiday season programming across its portfolio, including Hulu, Freeform, and FX. The new and returning brand partners, spanning CPG, food and beverage, automotive, and retail verticals, demonstrate how marketers are approaching the increasingly expanding holiday season, including Halloween, and tackling new trends.

This brand strategy demonstrates a new trend for maximizing the holiday season. Read on to learn more about how their brand strategy works and why it’s so effective.

The Blurring Lines Between Halloween and Holiday Marketing

"Brand marketers are thinking about how they want to show up during the holidays and when that really starts," said John Campbell, senior vice president of client partnerships at Disney. "From a consumer standpoint, we start talking about Halloween costumes right after Christmas, and we're talking about a Christmas list all year round."

This shift has led to blurred lines between Halloween and holiday marketing. Brands are no longer waiting until November to launch their holiday campaigns; instead, they are starting earlier, often as early as October, to capitalize on the Halloween momentum and extend it into the holiday season.

Hershey's Two-Year Deal and Huluween's Success

Disney has more than 30 sponsors for Halloween. The Hershey Company entered a two-year agreement that includes brand spots across Freeform’s “31 Nights of Halloween” and Hulu’s Huluween programming. 2023 marked Huluween’s sixth season. It’s the favorite event of the year for 78% of viewers on the platform, translating to 3 billion streaming hours.

The success of Huluween demonstrates the growing popularity of Halloween programming and the opportunities it presents for brands to connect with engaged audiences. By partnering with Disney, Hershey's can tap into this enthusiasm and create memorable experiences for viewers across multiple platforms.

Disney's Holiday Gift: NBA Games and Monday Night Football on Christmas

Disney's holiday programming included CMA Country Christmas, NBA games and Monday Night Football on Christmas, and Dick Clark’s New Year’s Rockin’ Eve. Campbell describes this lineup as the company's "gift" to viewers.

Disney's strategic move to include live sports programming on Christmas Day attracts a broader audience and provides unique sponsorship opportunities for brands. By combining holiday-themed content with highly anticipated sporting events, Disney creates a compelling package for advertisers looking to reach engaged viewers during the festive season.

Multi-Year Deals and the Shift Towards Tent Pole Event Programming

While many brands returned as sponsors last year, some are starting to sign multi-year deals around tent pole event programming. Campbell noted that brands are trying to do a "bit extra" with their efforts on streaming platforms that allow for more innovation.

This shift towards multi-year deals centered on tent pole events reflects a growing recognition among brands of the value of aligning with highly anticipated, culturally relevant programming. By securing long-term partnerships, brands can build stronger associations with these events and create more impactful, integrated campaigns that span multiple years.

Multi-Year Deals and the Shift Towards Tent Pole Event Programming

As the lines between Halloween and holiday marketing continue to blur, Disney Advertising is well-positioned to help brands extend their momentum throughout the festive season. With a diverse lineup of programming across its portfolio, innovative creative solutions, and a growing focus on ad and commerce offerings, Disney provides a compelling platform for advertisers looking to connect with engaged audiences during this crucial period.

The success of Huluween, the return of long-time sponsors like Kohl's, and the signing of multi-year deals centered on tent pole events all point to the enduring value of Disney's holiday programming for brands. As the company navigates its challenges and transformations, its ability to deliver impactful, integrated campaigns that resonate with viewers will be critical to its success in the rapidly evolving media landscape.