Latest news with #UWalk
Campaign ME
23-04-2025
- Entertainment
- Campaign ME
Disney+ reveals immersive activations to connect with UAE, KSA audiences
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.
Arab News
17-04-2025
- Entertainment
- Arab News
Disney+ launches limited-time immersive experience in Riyadh
RIYADH: For one weekend, Disney+ has unveiled an interactive activation at U Walk in Riyadh. From April 17-19, this pop-up invites families to immerse themselves in their favorite stories from the entertainment company, transforming beloved movies and series into an experience that blends film and food. For the latest updates, follow us on Instagram @ The experience includes interactive zones like the 'Roar Challenge,' inspired by 'Mufasa,' and rhythmic drumming experiences set to the beats of 'Moana.' Saleh Al-Anzi, one of the attendees, remarked: This is a very special occasion, and it's the first time this happens in Saudi Arabia. When I got the invitation, I was so excited and came here with my children. Everything here was amazing—the hospitality, the food, the cupcakes, and the desserts. We had a really fun time with the kids. I like this activity because it's not only for children; it's also for adults like us. We also watch Disney+ with our kids.' Disney+ partnered with the Saudi premium confectionary brand Milaf to craft a bespoke menu of desserts and dishes available only at the event. Merging local heritage with global storytelling, the menu was tailored for the Saudi audience, blending iconic Disney+ tales with the rich flavors of Saudi cuisine. From Hanini and Masabeeb to Kleija, each creation celebrated Saudi culture while offering a journey through Disney+'s most iconic stories. Tamim Fares, Director of Disney+ Middle East & North Africa, remarked: We were thrilled to bring this one-of-a-kind Disney+ activation to Riyadh, providing families with a unique experience that transcended streaming. This event was more than just entertainment — it was a celebration of stories that resonated across generations, brought to life with a local Saudi touch.'
