Disney is making a web series to sell toilet bowl cleaner. Weird:
Disney Online will debut its first branded-entertainment program, “The Possibility Shop,” a web video series at Disney.com/PossibilityShop produced with the Jim Henson Co. and exclusively sponsored by Clorox.
“Everything we’ve created before that has been Disney-driven. Now we’ve flipped that model where in our case we’re creating the product with the advertiser’s needs in mind and with the [online] guest’s benefit,” Mr. Davis said.
For “The Possibility Shop,” the intended audience is moms, but Ms. Liu said she expects they will view the webisodes with their kids. Parent-child co-viewing has most often been thought of as a traditional TV phenomenon, but Ms. Liu believes it could be a growing factor for online content as well.
Clorox will put some magazine advertising support behind “The Possibility Shop,” but the webisodes will primarily be distributed through Disney’s online properties. The Disney Online group reached an aggregate 31 million unique users in October, according to ComScore, making it the top group of family sites on the web.
Disney Debuts First Branded-Entertainment Show, With Clorox – Advertising Age – Madison+Vine: News
