Tweets from Latino activists, writers and artists are being credited for pushing Disney into withdrawing a "Dia de los Muertos" trademark request.
Advocates say anger and ridicule expressed on social media forced the company to retreat Tuesday as word of the move to copyright the holiday spread.
Online petitions were created and organizers discussed plans to boycott the planned Pixar movie and products that would have been linked to the trademark.
Critics say Disney has no right to trademark cultural holidays.
The Day of the Dead, or Dia de los Muertos, honors the departed souls of loved ones who are welcomed back for a few intimate hours. The holiday is celebrated in November in much of Latin America and the U.S.