First Branded Entertainment Program for Disney Online
According to the article on MediaBistro, "Disney Online, Clorox to Open The Possibility Shop", and as first reported on AdAge.com The Jim Henson Co. produced the first ever branded entertainment program on Disney Online, The Possibility Shop. Disney partnered with Clorox to create this web video series as a unique way to promote Clorox Brands without showing the products themselves. Instead the episodes will feature Clorox-branded vignettes revealing each brands effectiveness for cleaning the home. The program debuted last week on Disney Online.
And Disney Online vice president of advertising sales Brad Davis added:
image care of Advertising Age