America?s favorite media conglomerate, The Walt Disney Company, is honoring the property that started it all with a birthday celebration around the world, which is being chronicled on Facebook and a new Instagram page.  

"Disney uses social media as a way of directly reaching our consumers and fans, providing them with content tailored to their interests," a Disney spokesperson said. "We use a variety of platforms to extend the stories of our beloved characters through original videos, looks behind-the-scenes, photography, and more."

In keeping with the festivities, Disney has created an Instagram page for Mickey Mouse, which already has 80,000 followers after just one week of activity. The Instagram will also feature videos and images of Mickey Mouse?s globetrotting, in addition to other heritage content such as his appearances in films, television and theme parks.

On the date of Mickey Mouse?s birthday, November 18, select Disney properties such as Disneyland and Walt Disney World Resorts, in addition to Disney Stores in the United States, will distribute conspicuously shareable ?Happy Birthday, Mickey!? buttons. 

Fans are also encouraged to join in on the conversation through the social media hashtag #HappyBirthdayMickey. 

The campaign will come to a head with the Facebook debut of a video featuring Mickey Mouse?s travels to the tune of a new song, called What We Got. The video will also premiere on November 18.

The campaign also has a component in the storied brand?s bread and butter platform, traditional media. On Mickey Mouse?s birthday, Disney Channel will air the Mickey Mouse shorts throughout the day and premiere two brand new cartoon series featuring the character. 

The November 18 date is in reference to the release date of Mickey Mouse?s first theatrical film, the acclaimed Steamboat Willie, on November 18, 1928. Since then, he has appeared in more than 100 cartoons and has developed into the centerpiece of the Disney empire and an American cultural institution.

Chronicling Mickey Mouse?s travels around the world is less a traditional marketing maneuver and more a tautology: a celebration of both the character itself and the kind of organic reach that such a massively influential character can incur. The character?s more than 13 million Facebook followers can attest to that. 

The conglomerate has proven a commitment to its characters as entities independent of their media successes or failures. This past summer, it lent Miss Piggy of its The Muppets brand to music festival Outside Lands following the cancellation of its show on ABC by sharing an episodic experience with Facebook Messenger users that opt in to talk with the truculent puppet (see story). 

And the brand is betting on next-generation mobile ticketing, virtual reality, live streaming and user-generated content as it works with cutting-edge technology and media companies to take its offerings to the next level (see story). 

"Mickey Mouse has entertained audiences for decades, and social media allows us to share and celebrate his film, television, and theme park appearances, as well as introduce new fans to his continuing adventures," the spokesperson said. "We are always looking at new opportunities in the social and mobile spaces. As platforms continue to evolve, so do the ways we are able to reach guests."