How Disney’s nostalgia-fueled campaign for A Goofy Movie proves the power of knowing your audience

Disney is leaning into nostalgia, and it’s paying off. To celebrate the 30th anniversary of A Goofy Movie, the company has launched a multi-platform campaign that taps into Millennial sentimentality while showcasing a deep understanding of its audience.​

Initially released in 1995, A Goofy Movie didn't make a significant splash at the box office. However, over the years, it has garnered a devoted fanbase, particularly among Millennials who grew up with its heartfelt father-son narrative and catchy tunes. Recognizing this, Disney has orchestrated a comprehensive marketing campaign that not only celebrates the film's legacy but also re-engages its now-adult audience.​

Not Just a Goof: A marketing breakdown of Disney’s A Goofy Movie anniversary rollout

Disney’s multi-pronged campaign blends content, community, and collectibles, each activation designed to tap into fan nostalgia while reinforcing the film’s enduring legacy.

🎬 Not Just a Goof documentary on Disney+

Disney+ premiered Not Just a Goof, an 87-minute documentary that delves into the making of A Goofy Movie, featuring interviews with the original creative team and rare archival footage.

The film explores the challenges faced during production and the movie's journey to cult status, resonating deeply with fans who grew up with the film.

🚗 Voice actor reunion: On the Road Again

Disney released a heartfelt reunion video featuring Bill Farmer (Goofy) and Jason Marsden (Max) embarking on a nostalgic road trip in a reimagined AMC Pacer, reminiscent of the film's iconic car.

The duo reminisces about their experiences, performs iconic lines and songs, and reflects on the film's enduring impact.

🛍️ Limited-Edition merchandise

Disney launched a 30th-anniversary merchandise collection, including:​

• Powerline flannel shirts by Cakeworthy

• Bobby Zimurski woven shirts by RSVLTS

• Limited-release MagicBand+ featuring Powerline

• Max as Powerline plush toys

• A Goofy Movie-themed Loungefly mini backpack

These items are available at Disney Parks and online, allowing fans to express their affection for the film tangibly.

🎟️ D23 On the Road: Multi-city interactive screenings

Disney's D23 fan club is hosting "D23 On the Road," a multi-city tour bringing interactive screenings of A Goofy Movie to over 20 cities.

Attendees receive activation kits with themed goodies, participate in fan-powered moments during the film, and enjoy photo opportunities inspired by scenes from the movie.

🎥 Creator campaign highlights: tapping fan love for maximum reach

According to Theresa Helmer, VP of Brand Digital Marketing at The Walt Disney Company, “This campaign gave creators the space to express their own A Goofy Movie love and get the ultimate fan experience in the process, complete with Powerline’s roadie crew.”

Below are some standout examples showing how Disney activated this sentiment across platforms:

Khleo Thomas

Khleo Thomas, who famously voiced Zero in Holes, pays tribute to A Goofy Movie by transforming into Max Goof, complete with the iconic Powerline concert outfit.

In the video, he unboxes a special package he has received from Disney, reflecting deep fan devotion. It’s clear this is a dream fulfillment moment for him, something fans instantly resonated with. v

Why it works: Khleo isn’t just participating. He’s reliving the film. His performance blurs the line between influencer and fan, delivering an aspirational moment for viewers.

Shelby Young

Shelby Young, a Goofy Movie superfan and voice actor, filmed an enthusiastic unboxing video that quickly took a turn for the theatrical.

The clip features her receiving a surprise visit from two Powerline-themed “roadie crew” members at her front door straight out of the movie’s world.

Why it works: Shelby’s video delivers both a surprise-and-delight fan moment and a skilled voice performance. It taps into nostalgia, personalization, and the unexpected which are all hallmarks of effective creator-led content.

The key takeaway: Each of these creator activations plays into the campaign’s key strength: fan expression. Disney’s role was to set the stage, and then let the creators bring A Goofy Movie back to life in their own way, turning nostalgia into culture-shaping content.

The roundup: Movie marketing news across the industry

CAMPAIGN STRATEGY 🔦 Warner Bros. Launches Viral Marketing for 'Weapons' with Fictional News Site (Bloody Disgusting)
Warner Bros. initiated a mysterious viral marketing campaign for the upcoming horror film Weapons, directed by Zach Cregger. The studio created a fictional news website, Maybrook News, featuring eerie reports of 17 children disappearing from a small town. This immersive approach aims to generate buzz and intrigue ahead of the film's release.

BRAND MANAGEMENT 🛡️ Prime Video Disables Comments on 'Another Simple Favor' Trailer Amid Controversy (Page Six)  
In an unusual move, Prime Video has disabled YouTube comments on the trailer for its upcoming film Another Simple Favor, seemingly to shield actress Blake Lively from potential fan backlash. Lively, who stars alongside Anna Kendrick in the sequel, is currently involved in a legal dispute with her It Ends With Us co-star and director Justin Baldoni. The decision to limit public interaction highlights the challenges studios face in managing talent controversies during film promotions.