*Work done as VP of Creative Marketing at The Walt Disney Company.

Challenge

Position Disney+ in LatAm as something different from the traditional Disney brand, gaining relevance with young, digital, and irreverent attributes.

Insight

Nothing gets called out faster than a mistake—especially when it comes from a brand, and even more so on X (formerly Twitter).

Idea

"Accidentally" post a tweet announcing the Disney+ launch date in Latin America, followed by a thread where all local and global Disney brands and talent joined in, laughing about the “mistake.”

Results

It trended for two days in a row with multiple keywords: Disney+, [DO NOT POST], Marvel, Disney, Tom Holland. Brands and influencers joined in with their own versions of “[DO NOT POST]” to share their own content.

Thousands debated: Was it a real mistake or brilliant marketing?Today, “[DO NOT POST]” has gone down in history—even Gemini recognizes it as a viral moment.