Disney All-In on Content Marketing With “Oh My Disney”

This post originally appeared in our March ’13 issue of “Live Report from the Future of Marketing,” our monthly Post-Advertising newsletter. Subscribe for free here.

Though it was founded in 2006 (which makes it older than Twitter), BuzzFeed stormed onto the social media scene in 2012, more than doubling its 2011 traffic (per Alexa).  

The format is perfect for the way audiences consume and share media today. The content is easy to consume, relevant, entertaining and frequent, as the site posts dozens of times a day. Brands like HBO and Velveeta have even joined in, co-creating content with BuzzFeed. It’s a publishing model that requires lots of staffers and community contributors to keep the content fire hose pumping.  

So it was quite a surprise to see that Disney has launched its own BuzzFeed-like site. Entitled “Oh My Disney” (OMD), the site features articles with Disney imagery, GIFs and other short-form Disney-related editorial built specifically to be easily consumed, enjoyed and quickly shared. Posts like “15 More Reminders That You’re Great Today” and “You Know You're a 90's Kid When” are organized into five categories: Awww; Oh, Snap!; Retro; Silly; and Whoa. 

The page is updated quite consistently, anywhere from two to eight times a day (even if the content isn’t necessarily timely). So how is Disney doing it?


BuzzFeed’s Native Advertising is OMG WIN!

OMG. This may have been my hardest assignment yet. 

BuzzFeed is killing it on the interwebs lately (WIN), and not just because it creates some of the most shareable content around. It’s “killing it softly,” so to speak, monetizing its wildly successful site by partnering with brands to create branded content that people actually consume, enjoy and share with their audiences.

But why was this a difficult assignment? To write about BuzzFeed means one has to peruse BuzzFeed. And when one peruses BuzzFeed, time is sucked into a vortex while one reads journalistic masterpieces like “40 Reasons Honey Boo Boo Became a National Treasure in 2012” and “12 Days of Grumpy Cat Christmas.” Minutes quickly become hours, and deadlines come and go. But Grumpy Cat doesn’t care.


Why Most Native Advertising Will Fail

Are you familiar with the term "native advertising"? You may have read about it on popular blogs like Techcrunch, Adweek and Advertising Age, but can you put your finger on exactly what it means? 

Whatever it is, native advertising doesn't work simply because someone put the word "native" before it and because it doesn't fit the standard definition of advertising—the 30 second spots, the billboards, the banner ads.