• by Karl Greenberg , November 23, 2009

Clorox is exclusive sponsor of a new educational Web site under the Disney banner that is a bit like Martha Stewart for moms and kids. The new site, "The Possibility Shop," from Disney Online -- part of the Disney Interactive Media Group -- includes original video content produced by The Jim Henson Company and featuring actress and writer Courtney Watkins as proprietor of an arts and crafts shop.

FamilyFun.com/PossibilityShop, which can be reached at Disney.com or FamilyFun.com, has a seasonal theme for Thanksgiving, the holidays, winter activities, party planning, sports game days, Valentine's Day, and others, and will be updated with new content fortnightly. The Clorox Company will use the sponsorship to promote its Clorox2 Stain Fighter & Color Booster, Clorox Disinfecting Wipes and toilet-cleaning products.

Brad Davis, SVP advertising sales for Disney online, says Clorox's integration is multifaceted. "At the basic level, they are the branded sponsor, but it goes beyond that. We have created four customized interstitials that have Clorox product placement that will run between the Possibility Shop webisodes and a 30-second video ad," he says. "In addition, we have thematically customized the script to be consistent with the product themes of making a mess with kids and having fun with it and then getting the house cleaned up."

Per Davis, Clorox was involved at the outset. "They met with our team and with Courtney Watkins before the script was ever written, and both the client agency and branded media group were all involved," he says. "It's the first time we have ever done something like this; in the past we have had affiliated advertisers with known Disney channel franchises and talent. Now we have created our own online franchise independent of the existing franchise. Our objective is for the webisodes to have evergreen properties."

Disney says it gets 30 million unique visits per month from kids and moms. Davis says the Possibility Shop is intended to reach Disney.com visitors. "We will be promoting it throughout all our sites," says Davis.

Launched in 1996, Disney.com is now a mobile Web gateway to all of the company's Disney-branded entertainment initiatives, Disney movies, travel, television, games, music, shopping and live events.