DBear (Disney+)

Disney+ Spain, a leading streaming platform in the entertainment industry, sought to amplify the buzz around season 2 of its acclaimed series, The Bear.

 

In a world saturated with content and consumer touchpoints, Disney+ needed more than a media plan to break through the noise. The goal was to generate genuine excitement, stimulate conversation, and keep The Bear top of mind among fans and media.

 

We turned the series into a premium pop culture experience. The concept was simple and bold: if the show is about culinary excellence, why not let fans taste it? We designed an immersive 7-day pop-up restaurant inspired by the world of The Bear. To bring it to life, we partnered with Diego Guerrero – ranked #38 among the world’s top chefs – to co-create a 10-course menu, with each dish reflecting one of the 10 episodes. As a final garnish: the exclusive screening of season 2.

 

Rather than pay influencers, we fed them – quite literally. Influencers and media personalities were invited to DBEAR, triggering widespread organic buzz. For the public, reservations opened via a playful social activation: fans had to request a reservation code through a custom X (Twitter) bot and redeem it via phone – a nod to the show’s chaotic kitchen culture. The result was a unique blend of digital and analog engagement, amplifying interest and urgency.
 

The campaign exceeded expectations.
Fully booked for all 7 days
1,244 phone call reservations
+158.14% engagement increase vs. benchmark
3.2 million video views
1.2 million earned impressions
8.08 million total impressions
Most importantly, The Bear became one of the top 3 most-watched series in Spain during July and August (campaign months), according to the independent ranking platform JustWatch. 

DBEAR showed how transforming content into immersive experiences can elevate a series from entertainment to a cultural moment. Strategic partnerships, earned media, and fan-centered design delivered impact far beyond a typical promo campaign.