Fans fuel anniversary into a full-blown celebration, from events and activations to massive brand collaborations and nonstop social conversation
The Hannah Montana 20th Anniversary permeated pop culture through user generated content, events and activations, content collections and consumer products. From a Starbucks secret Popstar Refresher and a Google Search easter egg to Airbnb opening the doors to Hannah Montana’s Malibu beach house, exclusive show–inspired merchandise, Maybelline pop-ups in LA and New York that drew massive crowds and a custom bracelet duo-pack from Little Words Project, the partnerships were next level and spawned over 250 other brands (and counting) to join in on the fun organically.
In the month of March – owned posts on Disney+ and Disney Channel social for the campaign have amassed an incredible nearly 440M total impressions and over 30M engagements across TikTok, Instagram, X, YouTube and Facebook. The teaser of the special received over 120M views in its first 24 hours and Miley’s recreation of the iconic Disney Channel Wand ID broke 45M organic views.
Miley Cyrus’ original song, “Younger You (From the Hannah Montana 20th Anniversary Special),” is out today via Hollywood Records and available on Spotify, Apple Music, Amazon Music, YouTube Music and other digital platforms.
“Hannah Montana” Spotify streams have surged with the special — “This is the Life,” the first song Miley Cyrus ever performed as Hannah Montana, saw an impressive 747% boost in streams on March 24, the day that the special dropped on Disney+ and Hulu, according to Spotify data. “Best of Both Worlds,” which Cyrus performed in the special alongside “This is the Life,” also saw a 607% lift, while “Wherever I Go” saw a 537% uptick and “Ordinary Girl” got a 430% boost.
