COVID-19 Lockdown and Disney+ strategy on social networks on its launch during the State of alarm in Spain

The launch of Disney+ in Spain March 2020 coincided with the Covid-19 pandemic and a period home confinement for many Spaniards. This study examines advertising engagement strategy used by on Twitter Instagram, analyzing 2,268 messages. platform’s social media use is similar to that its competitors, user Instagram content promotion. However, finds platform missed opportunity emphasize unique qualities appeal brand’s values. Despite this, generated significant during month, reflecting high levels anticipation. Popular original productions such as Mandalorian Aladdin, well acquired like Simpsons, indicate focus family or broad-spectrum target audience, contrast younger niche audiences favored competitors.