Disney uses online video to deliver its first branded-entertainment program

The Disney Channel traditionally has avoided exposing its target audience of young viewers to the wiles and ways of those crafty advertisers looking to hook the novice viewers with advertising messages designed by marketing teams at big-name agencies, choosing instead to promote its own programming or allow brands generic “sponsored by” billboard messages. At least, that’s what Disney has done on its cable channel.

It appears, reports AdvertisingAge, those genteel rules won’t necessarily apply to programming for Disney Online, which this week debuts “The Possibility Show.” The web video series will be the network’s first branded entertainment program, with exclusive sponsor Clorox pitching a bevy of its brands from Clorox disinfectant wipes to that all-time kid favorite Clorox 2 laundry pre-treater.

While there won’t be any singing mops or happy, dancing laundry to appeal to the kiddies, each of the episodes will have spots that show how the brands can be used around the home.

Clorox says it’s looking to connect with moms, adding that it expects parents to watch the series with their children, a traditional TV phenomenon that increasingly is expected to translate to the web. The company's digital-media shop, OMD Digital, collaborated with Matter Branded Entertainment's Zeno, Los Angeles, on the creative.

"The world is changing, and people are viewing all sorts of content in multiple places, whether it's still on-air or online or on their phones, etc.," Ellen Liu, director of media for Clorox, told AdvertisingAge. "So I think there's a lot of growth to be had in terms of digital syndication."

For more:
- see this AdvertisingAge article

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