Overview
Disney Channel’s beloved franchise Hannah Montana turns 20 this year, and Disney and Hulu have gone all out to celebrate the milestone anniversary with Miley Cyrus.
The teaser trailer has more than 84 million views while the official trailer gained 77.4 million views. The Hannah Montana 20th Anniversary Special airs on 24 March and includes an interview with podcaster Alex Cooper, performances and a brand new song.
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Brands tapped into the nostalgic hype for the Hannahversary, with Hollister, Skinny Dip and Stoney Clover releasing themed collaborations, while Maybelline (Cyrus is its global brand ambassador) hosted Hannah Montana pop-ups.
Bronco Bagels teamed up with Jason Earles – the actor who played Hannah’s brother Jackson Stewart – who portrayed his iconic character and said iconic lines. One of the TikToks has 1.2 million views.
Influencers have been crucial to promoting the anniversary special, and creators such as Thaddeus, Sasha Anne, Ella Priya and Melizza Black were sent mailers with a signed script by Cyrus, while Kaci Jay and Mikayla Nogueira were invited to the premiere.
The marketing has been all about fan service. CORQ’s Trends Editor Caroline Edwards breaks down the success of celebrating the milestone anniversary and what other legacy media brands can learn.
@corq.studio @disneyplusuk’s Hannah Montana 20th Anniversary Speical for the Hannahversary has been all about fan service. From @Maybelline NY pop-ups and Hannah Montana collabs with @hollister and @Skinnydip London, plus Jason Earles collaborating with @eatbronco and influencers getting signed Hannah Montana pilot scripts, Disney and Hulu have gone all out for this milestone anniversary #hannahmontana #marketing #influencermarketing
