Disney Digital Network announced a new slate of digital-first series and programs that target millennials by marrying Disney fandom with lifestyle passions — such as food, style and pop culture.
At its Newfront presentation this morning, Disney Digital Network executives announced the launch of the Disney Eats brand, which will take millennials on a culinary adventure inspired by Disney’s characters and its theme parks around the world. It partnered with online foodie network Tastemade to develop original content.
Disney Digital executives also said they will work together with the company’s broadcast and cable assets across ABC, Freeform, so advertisers can reach audiences across platforms.
“We know that our clients and advertisers are looking for unique, compelling, brand-safe, and diverse ways to reach audiences at scale,” said Rita Ferro, president of advertising sales and marketing, direct-to-consumer and international, Disney|ABC.
Through its partnership with Tastemade, new Disney-themed episodes will appear in hit series including Tiny Kitchen, in which artists will create miniature replicas of foods from beloved Disney films, and Kitchen Little, where kids will team up with celebrity chefs to recreate Disney-themed recipes.
Disney Eats will seek to capitalize on the brand with a new collection of cooking products designed to inspire “co-cooking” experiences for millennial families.
A new Oh My Disney App launches this summer, featuring the best Disney social content and short-form videos from Oh My Disney, Disney Digital Network and creators from the Disney-owned Maker Studios. For advertisers, the app delivers new inventory and opportunities to reach this core millennial audience.
A new Oh My Disney podcast will bring listeners behind the scenes and into the history and heritage of Disney. The first episode will take audiences inside the making of The Lion King.