At its 2018 NewFront, Disney Digital Network (DDN), which creates digital stories for millennials and Gen Z, said the network is seeking to further engage that audience by marrying Disney fandom with lifestyle topics like pop culture, style and food through new brands, partnerships and content.
The presentation came after a 25 minute wait for attendees to sign NDAs and seal their phones in envelopes as Disney also showed a clip from Wreck-It Ralph 2. (But, for their trouble, guests got to take selfies with Mickey Mouse afterward and took home $50 giftcards.)
“If you look where millennials are spending time and money, it’s around experiences,” said Josh Mattison, vice president of alliances and sponsorships at Disney Interactive. “Food and culture experiences are a big part of that.”
The network, which DDN said reaches more than 1.3 billion followers, is made up of editorial brands like Oh My Disney, Disney Style and Babble, more than 350 cross-platform social media channels and Maker creators and digital influencers. (Disney acquired Maker Studios in 2014.)
New for 2018 is Disney Eats, an editorial brand DDN said “recognizes the bond and community that form over culinary experiences and embodies the communal spirit shared with friends and family over a meal.”
Disney Eats will include what DDN called diverse culinary adventures inspired by Disney characters and the flavors of Disney Parks. It will also share curated content from food influencers and videos from DDN’s other editorial properties.
And, finally, Disney Eats has partnered with lifestyle network Tastemade to develop original programming and video series with titles like Kitchen Little, Tiny Kitchen and Must Be Science. (Disney Eats also boasts a collection of cooking products—including cookbooks—for millennial families.)
Read more at Ad Week: http://www.adweek.com/digital/disney-digital-network-doubles-down-on-lifestyle-content-with-new-food-focused-editorial-brand/
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