Disney (DIS) is planning to create a half-hour TV show that will basically be a try at branding its mobile service. The purpose of the show will be to help parents to understand about the number of features that will be offered. Disney is planning to show it on ABC Family by November.
Marketers believe that the growing use of video on the Internet has socialized users into being willing to listen to longer forms of video advertising.
Doug Garnett, president of Atomic Direct and creator of the successful 
Drill Doctor long form campaign cautioned that this type of marketing can become a disaster unless it's exclusive, brand-correct content that makes for great watching. "When you stop and show consumers the impact that [product usage] will have on their work, you will convert them, but this just isn't possible in 30 or 60 seconds."
"You're no longer driving the consumer to the 1-800 telemarketer," said Lynn Fantom, CEO, Interpublic Group's ID Media, "but to the Web, where he or she can assume control over the marketing discussion."
The "storymercial" itself will blend together the features and benefits of its mobile service in an entertaining presentation and format.
This idea and experiment has a great chance at success. One reason is that the more complex any product or service is, the longer and in more detail it needs to be explained. Being in the online business myself for years, I've known that longer copy sales better online than anything else. If this holds true for in Disney's advertising project, it could show the way that we all have to go in this particular marketing space.
The other question is will Disney find the same demographic that doesn't mind online marketing being done in the same long form? If they do, it should be successful. I have no doubt that it will be entertaining.
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