Disney Media Networks has struck a branded content deal with Ford Motor Company in what it says is a “first-ever, prime-time product reveal roadblock” across broadcast, cable, digital and streaming properties.
To announce a new Ford Bronco 4x4 family model, Disney will air three custom three-minute films on ABC, ESPN and National Geographic on Monday, July 13.
The “roadblock” event means the films will run virtually at the same time, in each network’s first commercial break in the 8:00 p.m. ET hour. All three films will be available on demand on Hulu the following day.
Jimmy Chin is the director of the films. His most recent effort was “Free Solo,” an acclaimed documentary featuring climberAlex Honnold, who achieved the first ever rope-free ascent of El Capitan in Yosemite National Park. It won the the 2018 Academy Award for Best Documentary Feature.
Chin is working with Disney CreativeWorks. It’s the first time the Disney’s creative agency is being used for custom branded content.
The ABC three-minute film stars country music singer Kip Moore, featured during “CMA Best of Fest,” the Country Music Association’s three-hour concert.
ESPN’s film will feature a different Bronco model and professional climber Brooke Raboutou airing during the network’s “SportsCenter” program.
On National Geographic, another Bronco model will be shown during “National Parks: Yosemite.” Also, Chin will judge a hashtag challenge contest and appear in an Instagram Story featuring the Bronco on NatGeo’s Instagram account.
Ford Motor itself will share the films -- at the same time as ABC, ESPN ,and Nat Geo -- on its YouTube, Facebook, Instagram and Twitter channels. Bronco fans can reserve their Bronco model for $100 each, starting on Monday, July 13.
Ford Motor Company spent $25 million on The ABC Television Network from June 2019 to June 2020, airing 439 commercial messages, according to iSpot.tv.