• by Karlene Lukovitz  @KLmarketdaily, October 16, 2023

Disney is the latest major publisher to join TikTok’s Pulse Premier advertising program, launched earlier this year to allow advertisers to place branded videos adjacent to content on premium publishers’ For You feeds. 

The new partnership also creates a dedicated Disney100 Hub within the video app, tied to Disney’s 100^th anniversary, where fans can watch videos from Disney’s brands, create their own videos using Disney music and special effects, engage with daily Disney-themed trivia challenges, and collect “Character Cards” of their favorite players to win unique profile frames. 

“Fans of Disney, Pixar, Star Wars, Marvel, ESPN, National Geographic, Disney Parks, and beyond can expect daily reminders of why they connected with their favorite characters, franchises, movies, and Disney memories,” Disney said in the announcement.

More than 48 Disney handles are participating in the four-week activation, which launches Oct. 16 and will be live in 24 regions around the world.

Disney-operated TikTok accounts collectively have more than 150 million followers.

"With over 240 billion views across Disney's portfolio of brands and experiences, TikTok has become a go-to destination for Disney fans to create, engage and connect around their favorite Disney films, shows, characters and experiences, so we're thrilled to partner with them as we celebrate the 100th anniversary of the company,” said Disney’s Chief Brand Officer, Asad Ayaz, in announcing the deal.

Disney joins publishers including NBCU, Condé Nast, DotDash Meredith, Hearst Magazines and BuzzFeed in the Pulse Premier program, in which ads can be placed directly following evergreen or event/tentpole-driven content in categories including lifestyle and education, sports and entertainment.

But TikTok describes the partnership with Disney as “one of a kind,” likely alluding to the tie-in with the limited-run Disney hub, and possibly other behind-the-scenes marketing opportunities for Disney.