Disney Pushes Back Against Peltz
The Walt Disney Company just wrapped up an excellent week, with its stock reaching yearlong highs.
Along the way, Disney revealed a new “sports Hulu” service, an upcoming Fortnite-adjacent video game, and a Moana sequel.
However, one sticking point remains. That’s the looming threat of Nelson Peltz and his Restore the Magic campaign.


Heidi Gutman/Walt Disney Television
Now, Disney has taken an unique, clever approach to thwart the activist investor’s plans.
Here’s how Disney has pushed back against Peltz.
Vote Disney, Shareholders!


Photo: The Walt Disney Company
Disney reported its quarterly earnings on February 7th, 2024.
In the wake of that announcement, countless investors performed Google searches to find the pertinent documents and evaluations.
Disney anticipated this behavior and did something brilliant.


Photo: Disney
Disney specifically purchased a sponsored search campaign on Google.
What’s a sponsored search campaign? Marketers and Google experts know that you can buy your way to the top of the page.


Photo: The Walt Disney Company
Google sells keyword results, empowering companies to market their wares to interested parties.
You likely knew this already, but it’s important to understand as I describe what’s happening now.
When I performed a search for Disney quarterly earnings today, here’s the result Google provided:


Image: Google search result
So, there are 7.29 million possible results for my search. The Walt Disney Co. has purchased a spot at the top of page one.
What Is Disney Doing?


Photo: The Walt Disney Company
Why would Disney do that for such a straightforward search?
The company is banking on investors to perform these searches.
Disney is selling its wares to them by linking to VoteDisney.com.


Photo: The Walt Disney Company
That’s the site Disney set up to instruct shareholders on how to vote in the current Board of Directors squabble.
Remember this Ludwig Von Drake video from the other day?
Disney is paying Google for a top search result in anticipation of persuading people to click the link.


Anadolu/GettyImages
Once they arrive at VoteDisney.com, they’ll learn to throw away the other cards and vote with Disney’s preferred white card.
Disney isn’t taking any chances here. I duplicated the results with searches for “Disney earnings,” “Disney Board,” and “Disney Board of Directors.”


Photo: verdemedia.com
I’m confident there are many other keywords Disney has bought to guarantee it controls the messaging here.
So, whenever any interested party searches for Disney Board/earnings information, they’ll hear a clear message.


Photo: The Walt Disney Company
Ludvig Von Drake will tell them to throw away Nelson Peltz’s green card and thereby get rid of him, hopefully for good this time.


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