Disney+ launched two immersive, on-the-ground brand activations across Riyadh and Dubai, earlier this month, bringing its content to life through culturally relevant experiences.
The ‘pop-ups’ in the UAE and Saudi Arabia aimed to connect fans with the platform’s diverse stories by tapping into one of the region’s biggest unifiers: food culture.
The activations were part of an integrated multi-channel campaign running across earned editorial, social, influencer and paid media, designed to generate attention, drive conversation and immerse audiences in the world of Disney+.
From 17 April to 19 April, Riyadh’s U Walk played host to a family-first experience where children and parents stepped inside their favourite Disney+ movies and series.
In addition to immersive content experiences, Disney+ bridged Saudi heritage with a contemporary twist: it collaborated with Milaf to reimagine classic Saudi desserts and treats such as Hanini, Masabeeb, and Kleija.
These treats were infused with new flavours inspired by fan-favourite Disney+ titles, including Ratatouille, Moana, Thor, The Kardashians, and Grey’s Anatomy.
Meanwhile, on 19 April and 20 April, Disney+ served up a content-fuelled escape with a sunset celebration on Dubai’s Kite Beach, tailored to the UAE’s aesthetic-first, trend-driven audience.
Fans experienced custom-curated Sorbet Smoothies inspired by shows including The Simpsons, Daredevil, The Kardashians, and Grey’s Anatomy — blending Disney+’s iconic stories with the region’s booming viral food scene.
Commenting on the activations, Tamim Fares, Director of Disney+ MENA, said, “Disney+ is home to a universe of stories that transcend generations, cultures, and genres. With these experiences, we gave our audiences in Saudi Arabia and the UAE a chance to connect with the characters and narratives they love in a completely new way, tailored specifically for the local audience.”
Fares added, “These events brought our iconic world of content to life through local tastes, shared moments and cultural expression and it’s these hands-on, real-world moments that spark conversation, build emotional connection, and turn fans into advocates.”
The pop-ups formed part of a wider regional strategy to build affinity for the Disney+ brand across MENA cementing its position, not just as a streaming platform, but a lifestyle brand for all generations.
