The article I want to analyze this time is “Inside Disney’s digital ‘newsroom’: ‘Our goal is to win the Internet every day’,” by Hamedy (2016). The reading highlights the Disney Interactive Media team, and how they pride themselves as the cornerstone for Disney’s Internet and Social Media publicity.
“The ultimate goal of the Disney Interactive Media team is to get all things Disney — everything from the new Alice Through the Looking Glass to a new Disney product — to resonate on the Internet.” The Disney Interactive and Disney Consumer Products joined to become Disney Consumer Products and Interactive Media in 2015; however, they usually act and work independently from yet another division, Maker Studios, with some collaboration. When they do work together, the two teams hope to “work with someone who has their own audience to help us tell a story we’ll bring them on board and help them go out and create with us.”
To give you some statistics, DI Media has built its social footprint to 1.15 billion followers across its platforms (Facebook, Twitter, Instagram, Tumblr, Pinterest, YouTube, Snapchat and Vine). The digital arm of Disney racks up about 325 million views per month. The team sees themselves as a newsroom, instead of a marketing or PR team. Core brands of DI media include: Babble, Disney Style, and Oh My Disney (similar to Buzzfeed but with a Disney take). As a team they have been growing rapidly; the new digital talent members are even called “digitologists,” and they include creatives, marketers, editorial and data experts. They work together to make everything and anything they can for DI Media audiences, experimenting with with what works and what doesn’t.
I personally love and recommend this series (that is made by DI Media) myself: the “As told by Emoji” series -“one of DI Media’s more popular YouTube franchises is the “As told by Emoji” series, which launched last year with videos on Frozen, Tangled, Aladdin and Frozen Fever.” The team has gone a long way since they first started, they’ve gained a lot of trust from the Disney filmmakers and top names like LucasFilm and Pixar; when DI Meida asks to emojify a certain movie, they are trusted and given the go-ahead.
Here is a link to the Star Wars: The Force Awakens: “As Told By Emoji”-
Here is the link to the article if you want to read more yourself: http://mashable.com/2016/05/31/disney-interactive-media-digital-content/#Im.85Yg6UqqL