Digital network will combine editorial voices, 300+ social channels and influencers to open new opportunities for advertisers.
Disney has unveiled the Disney Digital Network, which will aim to deliver digital-first stories through digital platforms and influencers to Millennial and Gen Z audiences, at the IAB Digital Content NewFronts Tuesday in New York City.
The new network, which according to Disney reaches more than one billion followers, will combine more than 300 social media channels and will also include Disney’s in-house branded content service, Disney Co/Op, which pairs Disney digital storytellers with advertisers for custom campaigns.
Disney editorial brands that will be featured in the network include: Oh My Disney, Disney Style, Disney Family, Babble, Polaris, StarWars.com and “Star Wars” app.
Furthermore, each editorial brand will connect digital audiences with both Disney and non-Disney content across websites and social channels on all major platforms. The network will also offer a highly-curated and hand-selected set of top video creators and social media influencers, which the company will leverage to create a host of original programming.
“With an audience of over one billion highly-engaged followers, the Disney Digital Network is one of the most impactful publishers in digital media,” says Jimmy Pitaro, chairman, Disney Consumer Products and Interactive Media. “This network extends our stories to the platforms Gen Z and Millennial audiences are on every day, with diverse editorial voices that integrate top creators and influencers.”
Additionally, the company is actively pairing the digital content creation and programming capabilities of the Disney Digital Network with The Walt Disney Company’s broadcast and cable assets across ABC, Disney Channel and more, allowing advertising partners to reach more audiences across all media platforms.
New digital video programs that will be available across the new network include:
- “Science and Star Wars,” an episodic series that explores, explains and demonstrates the parallels between the science fantasy of Star Wars and the real-world scientific breakthroughs the saga has inspired.
- “Oh My Disney Show,” which will combine comedy, news, trends and sketches.
- “Club Mickey Mouse,” which is a digital-first variety show that celebrates the original show but brings it into present day with a cast of young creators.
- “Disney IRL,” which brings animated Disney characters and moments to real life, surprising people on location and viewers at home.
- “COIN,” an animated action-comedy on Polaris with a game-inspired aesthetic that follows a team of misfits tasked to save the world.
- “Disney Design Challenge,” which will see the best and brightest young designers push the boundaries of their art from to create memorable works inspired by Disney films.
- “Disney Magical Stars,” which is for parents who want to spend more time with creating experiences with their kids but don’t know where to start and will include everything from meal ideas to activities to crafts and more.