Disney+ Y2K-Themed Thrift Store: Throwback Campaign Insights

Disney+ has been bringing back all of our favorite nostalgic hits in a big way, from “Freakier Friday” to Jonas Brothers and Demi Lovato reuniting for a throwback “Camp Rock” show. The first-ever Disney+ Throwback campaign is diving deep into ’90s and 2000s series and movies, and it all kicked off in a big way at a thrift store called Rock Etiquette in L.A. this summer.

Fans who snagged a free online reservation for this four-day event were in for a treat. They got to step into iconic fashion moments from all their beloved shows and movies, creating an immersive Disney+ Throwback experience. The store was decked out with toys, props, and familiar imagery from throwback content available on Disney+ and Hulu. Plus, attendees received a custom Y2K zine to guide them through the experience.

Once inside, fans found themselves transported to recreated spaces like The Cheetah Girls recording studio, The Tipton Hotel from “The Suite Life of Zack & Cody,” and even Luke’s Diner from “Gilmore Girls.” There was no rushing through the activation, giving attendees plenty of time to soak in all the nostalgia.

The experience featured over 30 original costumes and props from the Walt Disney Archives, focusing on content that resonates with fans and fits the thrift store’s fashion theme. It was a way for Disney to show some love to fan-favorite titles and commemorate special moments, like the 40th anniversary of “Golden Girls.”

After the event, Disney+ offered a digital experience with ThredUp, an online thrift store, where fans could shop looks inspired by characters from the throwback content. The team behind Disney+ Throwback worked with influencers, talent, and press to make sure the campaign launch was a hit. From a celeb-studded guest list to themed pool parties called Disney+ Dive-In Theaters, the Disney+ Throwback campaign brought fans even closer to their favorite content in real life, proving that consumers are hungry for immersive experiences celebrating this era of entertainment.

These events are a perfect example of how Disney+ is taking their brand to the next level by connecting with fans on a personal and experiential level. It’s a great way to bring the digital world into the real world and create a full 360-degree campaign experience that fans won’t forget.