Disney’s pitch to advertisers for its new Disney Digital Network bundle of online shows focused on its strategy to appeal to Millennial and Generation Z audiences. Together Disney’s digital properties reaches over one billion followers via its more than 300 social media channels. And buried in that news was the revival of the show that started it all, the Mickey Mouse Club.
Now called Club Mickey Mouse it will live on Facebook as a digital-first variety show that celebrates the original show of yesteryear but brings it into the present-day with a diverse cast of talented young creators, and, of course, everyone’s favorite mouse.
Other shows announced for digital and set-top-device platforms 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. Join show host Anthony Carboni and his rotating roster of IBM Researchers, scientific experts, guest stars, and Watson, to explore and experiment with technology that isn’t so far, far away anymore. Presented by IBM; Facebook exclusive through Facebook Anthology.
- Oh My Disney Show, Season 2: Comedy, news, trends, and sketches combine in this always-on show built for every Disney fan’s feed.
- Disney IRL: Oh My Disney brings iconic animated Disney characters and moments to real life, surprising people on location and our viewers at home.
- COIN: COIN is an animated action-comedy on Polaris with a distinct, game-inspired aesthetic that follows a team of misfits tasked to save their world. Brought together by time traveling robot Crohnobot, Donovan (a gruff plumber quick to anger), Kid Victory (a master of weaponry), and the Sisters Vicious (twin masters of illusion who hate each other) must defeat super-villain Gamovah and retrieve the coin of Chorder before it’s too late.
- Disney Design Challenge: The best and brightest young designers are invited to push the boundaries of their art form to create beautiful, innovative, and memorable works inspired by Disney films. In the first season, we challenge students in the fashion design program at Otis College of Art and Design to create an eight-look clothing line inspired by Disney’s “Frozen.”
- Disney Magical Starts: This show is for the parents who want to spend more time creating experiences with their kids, but don’t know where to start. Our host parents and their kids help you tackle every day, and every new season, from holidays to back-to-school, with meal ideas, activities, crafts, tips, and more. And with a little help from our beloved Disney characters, family time is even more magical.
“With an audience of over one billion highly-engaged followers, the Disney Digital Network is one of the most impactful publishers in digital media,” said 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.”
The Disney Digital Network voices include:
- Oh My Disney, the ultimate digital destination for a daily dose of Disney, capturing the zeitgeist of what is happening in the moment through a Disney lens.
- Disney Style, which explores the intersection of beloved Disney stories and characters with what’s trending in fashion, nail art, hairstyles, cosmetics, and more.
- Disney Family brings parents and children together through the wonderful world of Disney crafts, DIYs, recipes, and activities featuring their favorite characters and stories.
- Babble, which has assembled some of the most vital and vibrant voices in the parenting community to share their experiences and give readers a forum to bond and learn.
- Polaris, which features original content from a community of gaming personalities, including a mix of talk shows, animation, and games-to-life content, in a tone that reflects gaming culture’s broad influence over popular culture.
- Star Wars.com and Star Wars app, the digital destinations for all things Star Wars. The network programs content for Star Wars fans of all ages through Star Wars social and digital platforms.
The network also manages the brand’s many social channels that represent Disney’s stories, characters, and events. These social handles, which span from Mickey Mouse to The Muppets and more, bring classic and new Disney stories to social feeds around the world everyday, providing a daily connection point with fans.
It’s been a rough year for some of Disney’s Makers. After folding it into larger operations, the company has reduced the roster of influences it supported and distanced itself from PewDiePie after his anti-semitic content surfaced.
I like seeing all the talent and content under one digital roof. It should promote cross-pollination (or as Michael Eisner used to say “Synergy”) and serve up a host of great digital first content for fans.
Are you already subscribed to Disney’s digital channels? Which do you check in with most frequently?