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TikTok scores sizable Disney deal including a content hub and publisher partnership

Get ready Disney fans, because TikTok has just scored an impressive deal with the iconic entertainment company. In an exciting collaboration, TikTok will be partnering with Disney to create a dedicated content hub within the app, offering a unique experience for Disney enthusiasts. Users will have the opportunity to watch videos from Disney’s beloved brands, create their own content using Disney’s music and special effects, play Disney-themed trivia, and even collect “Character Cards” of their favorite players. This groundbreaking partnership is not only a celebration of Disney’s 100th anniversary but also sets the stage for potential future collaborations with other major brands. With TikTok’s immense reach and popularity, it’s no wonder that Disney saw this as a fantastic opportunity to engage with fans in a whole new way. So get ready to immerse yourself in the magic and memories as Disney takes TikTok by storm!

TikTok scores sizable Disney deal including a content hub and publisher partnership

TikTok, the popular short-form video app, has recently announced a significant partnership with Disney, one of the largest entertainment companies in the world. This deal includes several components, including a content hub dedicated to Disney within the TikTok app, as well as a publisher partnership for TikTok’s premium ad product, Pulse Premiere.

TikTok scores sizable Disney deal including a content hub and publisher partnership

Overview of the Disney deal

The partnership between Disney and TikTok has been established with the purpose of celebrating The Walt Disney Company’s 100th anniversary. TikTok, with its immense reach and popularity, was a natural choice for Disney to engage with fans and promote its films, shows, characters, and experiences.

TikTok’s premium ad product, Pulse Premiere

Pulse Premiere is TikTok’s premium ad product that offers marketers the opportunity to place their ads in brand-safe slots alongside high-quality videos from various publishers. Disney has joined other major publishers such as NBCU, Condé Nast, DotDash Meredith, and BuzzFeed as a Pulse Premiere partner. This product ensures that ads are immediately shown after suitable videos, increasing the likelihood of user interaction.

TikTok scores sizable Disney deal including a content hub and publisher partnership

TikTok’s existing publisher partnerships

TikTok already has partnerships with several publishers for its Pulse Premiere ad product. These publishers include NBCU, Condé Nast, DotDash Meredith, BuzzFeed, Hearst Magazines, Major League Soccer, UFC, Vox Media, and WWE. Such partnerships are essential for marketers who want to ensure their ads are placed alongside brand-safe videos and reach a wide audience.

Disney’s dedicated destination within TikTok

As part of the deal, TikTok has created a dedicated destination within its app for Disney. This content hub offers a unique interactive experience for Disney fans, where they can watch videos from Disney’s various brands, create their own videos using Disney’s music and special effects, play Disney-themed trivia, and collect “Character Cards” of their favorite players. This content hub is described as a “first-of-its-kind” collaboration, indicating the expansive nature of the partnership between TikTok and Disney.

TikTok scores sizable Disney deal including a content hub and publisher partnership

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Features of the Disney content hub

The Disney content hub within TikTok provides several engaging features for users. Fans can enjoy watching videos from all of Disney’s brands, including Disney, Pixar, Star Wars, Marvel, ESPN, National Geographic, and Disney Parks. They can also create their videos using Disney’s extensive music library and special effects. In addition, users can participate in Disney-themed trivia games and collect virtual “Character Cards” of their favorite Disney characters. This content hub aims to create a unique and enjoyable experience specifically tailored to Disney fans.

Potential impact on TikTok’s future brand partnerships

The partnership between TikTok and Disney sets a precedent for future collaborations between the short-form video platform and other large brands. The success of this deal demonstrates the extensive reach and advertising potential that TikTok offers. As TikTok continues to establish itself as a preferred advertising platform, it is likely to attract more significant brand partnerships in the future.

TikTok scores sizable Disney deal including a content hub and publisher partnership

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Reasons for Disney’s decision to work with TikTok

Disney’s decision to partner with TikTok can be attributed to the app’s popularity among Disney fans. TikTok has become a go-to destination for creating, engaging, and connecting around favorite Disney films, shows, characters, and experiences. With over 240 billion views of Disney content on TikTok, the platform provides an excellent opportunity for Disney to engage with its fanbase.

Furthermore, the partnership aligns with Disney’s objective of celebrating its 100th anniversary and sharing the magic of Disney on social media. Asad Ayaz, the chief brand officer of The Walt Disney Company, highlighted TikTok’s reach and its importance in connecting with Disney fans worldwide.

The Disney activation on TikTok

The Disney activation on TikTok will involve the participation of 48 Disney account handles across 24 regions globally. This extensive activation will showcase content from various Disney brands, including Disney, Pixar, Star Wars, Marvel, ESPN, National Geographic, and Disney Parks. With a combined total of over 150 million followers, these Disney-run TikTok accounts are expected to attract even more followers and generate user-generated content during the four-week activation period.

TikTok scores sizable Disney deal including a content hub and publisher partnership

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The Disney100 Playlist

In addition to the content hub and activation, Disney and TikTok will release the Disney100 Playlist for the TikTok community. This curated playlist will feature popular songs from Disney’s extensive catalog, ranging from classic movie tunes to more recent hits from beloved films like “Toy Story” and “High School Musical.” The playlist aims to engage users with Disney’s music and provide an additional avenue for user-generated content inspired by these songs.

Advertising opportunities for marketers on TikTok

Marketers can take advantage of advertising opportunities on TikTok, particularly through the Pulse Premiere ad product. By running ads in brand-safe slots alongside Disney content or content from other Pulse Premiere publishers, marketers can reach a vast and engaged audience. Pulse Premiere ensures that ads are shown immediately after suitable videos, increasing user interaction and brand recall. TikTok’s unique and personalized feed also enhances the effectiveness of advertising campaigns.

In conclusion, the partnership between TikTok and Disney marks a significant milestone for both companies. TikTok’s content hub dedicated to Disney, along with its publisher partnership for Pulse Premiere, highlights the platform’s advertising potential and its ability to engage with a passionate fanbase. This collaboration sets the stage for future brand partnerships, while providing unique interactive experiences for Disney fans on TikTok. With the Disney100 activation and the release of the Disney100 Playlist, the partnership is set to immerse users in the magic and memories of Disney, further strengthening the relationship between TikTok, Disney, and their audiences.

Source: https://techcrunch.com/2023/10/13/tiktok-scores-sizable-disney-deal-including-a-content-hub-and-publisher-partnership/