Disney Launch A New Social App Called “LOL”

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Disney today launched a new app called Disney LOL, which is available on iOS and Android devices.  This app lets users consume fun Disney short-form content in a safe, trusted way. With Disney LOL, Disney fans can join the fun and view GIFs, Vines, short-form videos (up to two minutes) in a singular, family-friendly, high-quality mobile app experience. Users can browse and consume a variety of non-episodic content from Disney Channel, Disney XD, original Disney Interactive Media social content, Star Wars, and Marvel. The free app is available for iOS and Android in the United States and Canada.

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The Disney LOL app builds on the success Disney is experiencing with content created for various social media and micro content platforms. Disney currently produces 1.15 billion followers across these platforms (Facebook, Twitter, Instagram, Tumblr, Pinterest, YouTube, Snapchat and Vine), driving 325 million views per month.

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“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.” Michael Hundgen, Director of Content Strategy and Editorial, Disney Consumer Products and Interactive Media said. “Our audience engages when we interpret classic Disney stories in new ways, with bite-sized, shareable pieces of content relatable to all ages. With Disney LOL, we’re making it possible for fans to enjoy safe and trusted Disney content in the most accessible way.”

In addition to the Disney LOL app, fans can also enjoy Disney interactive content and short-form video on the new Disney LOL portal (lol.disney.com) and Mickey Video app.

  • On the web, the Disney LOL portal (lol.disney.com) is a uniquely Disney digital experience that features interactive Disney videos, games, memes, GIFs, micro-interactives, jokes, trivia, polls, and more.
  • The Mickey Video app features popular short-form (up to five minutes) Disney videos for kids and families. Content includes season three of Mickey Shorts (20 videos); Classic Mickey and Friends Cartoons plus curated collections and character pages, including Mickey, Minnie, Donald, Goofy and Pluto; additional short-form content from Disney-Pixar and more. Users can browse by character or collection, or dive right into the newest Mickey Shorts Season Three videos. The app is available on the iPhone, iPad and on Apple TV
  • The Apple TV Mickey Video app delivers short-form Disney video content directly into living rooms. The five-minute duration of the videos makes for a perfect ‘living room’ experience, which offers less swiping and more of a ‘laid-back’ moment that audiences seek from the big screen.

With all three Disney experiences, safety is the top priority. The apps and website only serve age-appropriate content and provide a safe experience for users of all ages.

New Advertising Opportunity

Disney LOL, Mickey Video, and lol.disney.com are all free to download and access, but are supported with advertising. Ads are produced by Disney content creators on behalf of advertisers and are clearly marked as ads, but formatted to integrate with the content.

  • Disney LOL app offers 6 to 15 second ads in video or GIF format.
  • Disney LOL portal (lol.disney.com) offers branded or sponsored interactive content including games and activities.
  • The Mickey Video app supports advertising with pre-roll ads.

These new digital products make it possible for advertisers to align with the Disney brand and easily reach all ages in a safe way. Current advertising partners for the Disney LOL app include Hasbro and The LEGO Group.

 

Are you going to download LOL?

 

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