Disney has launched Disney LOL, an iOS and Android social app that enables users to share video content from across Disney's properties, including Star Wars and Marvel.
The app collects together content Disney has created for other social networks, including GIFs, six-second Vines and short-form videos of up to two minutes.
The brand's posts on the likes of Facebook, Twitter and Snapchat are already totalling 325m views a month – but launching its own app gives Disney more complete control over the ecosystem, and ensure that everything stays family-friendly. Users can only share the age-appropriate content created by Disney in-app, all of which is age-appropriate.
The app is accompanied by a LOL web portal which also features interactive videos, games and polls. Disney is also introducing Mickey Video, an iOS app that collects together short-form Mickey Mouse and Disney-Pixar videos, limited to five minutes in length.
“Our audience engages when we interpret classic Disney stories in new ways, with bite-sized, shareable pieces of content relatable to all ages,” Michael Hundgen, Director of Content Strategy and Editorial, Disney Consumer Products and Interactive Media said. “By bringing Disney’s social content into the Disney LOL app experience, we’re making it possible for all audiences to access this engaging content. We’re creating content for digitally-native families every day, and these new experiences offer Disney stories and characters in formats that are familiar to our audience and on the devices they use most.”
The services will be ad-supported, with a native offering that includes 6-15 second branded videos and GIFs on LOL and pre-roll ads on Mickey Video. Hasbro and Lego are already on board as advertising partners on LOL.
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