The Walt Disney Company Southeast Asia has partnered with Grab to launch a slew of Disney-themed rewards and experiences for Grab users in Singapore, Indonesia, Malaysia, the Philippines, Thailand, and Vietnam. For starters, Grab Platinum users across all the markets will receive complimentary tickets to selected upcoming Disney movies such as Marvel Studios’ The Eternals, redeemable from the GrabRewards catalogue; while stocks last.
In Singapore, Grab users will be able to redeem Disney+ subscriptions from Grab through challenges on the app, while Indonesian users can redeem Disney+ Hotstar subscriptions through Grab's subscription packages, GrabRewards, and promotions on money transfer service Billpay. This offer is only available to Android users. Additionally, Grab's top driver-partners in Indonesia will also receive a special Disney+ subscription promotion.
Grab and Disney will also launch localised co-branded campaigns, including a year-end festive campaign where Grab users stand a chance to win exclusive Frozen and Toy Story merchandise that will unlock an Augmented Reality experience. This will be launched in all the markets except Indonesia.
In Thailand, Grab recently launched the “Mickey Loves Thai Food” campaign to celebrate the country's variety of flavours and cuisines. The campaign introduces the "GrabFood 99 Baht" package, which comes with discount vouchers for selected restaurants and a Mickey & Friends t-shirt. The super app platform also launched a Marvel-themed nationwide gratitude campaign in September titled “Discover Your Power Within”, to thank its driver-partners, delivery partners, merchant partners and social sellers through a series of contests with co-branded premiums up for grabs. MARKETING-INTERACTIVE has reached out for comment.
Cheryl Goh, group VP of marketing, Grab, said that as a super app in Southeast Asia, it prides itself on delivering engaging experiences for its consumers that complement their lifestyles. "Building on our successful past collaborations, we are thrilled to be partnering with Disney for the long-term to create magical moments for our consumers, sparking their imagination and interest in locally relevant ways. We hope that the partnership will result in more opportunities for us to co-create exclusive and one-of-a-kind activities and campaigns that will delight both Disney fans and our consumers,” she added.
According to a media statement, both agencies have been working together on promotions and activities since 2018 to bring Disney closer to consumers in the region, including a campaign that saw Grab consumers winning the opportunity to visit New York Comic Con for the launch of Marvel Studios’ Avengers: Endgame, the introduction of Star Wars-themed GrabCars in selected markets, and exclusive Frozen 2 merchandise that were redeemable through the GrabRewards catalogue.
Disney+ also said in October that it is doubling down on local content with 20 new local APAC content titles, including 18 originals done in collaboration with content creators from Malaysia, Indonesia, Japan, South Korea, Greater China, Australia and New Zealand. This comes as part of Disney's ambition to greenlight over 50 APAC originals by 2023. The company will also launch a significant slate of premium branded entertainment on the Disney+ platform in the coming years, including content from its global brand franchises, general entertainment content from Star and local language originals from the APAC region.
To leverage the creative talent in APAC, Disney has also unveiled The Walt Disney Company’s APAC Creative Experience Programme, an initiative that will connect hundreds of top creators from the APAC region with Disney’s filmmakers and creators. Under the initiative, leading creators in the APAC region will be able to meet executives and creatives from the company's key brands and studios; through creative masterclasses, live panels and other engagement activities.
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