Disney Wants Mom-Generated Content with ‘Story’ App

Disney Interactive's Story app

Mouse’s interactive unit releases free app for parents to create shareable moments

Disney Interactive, angling to deepen Mouse House’s brand affinity with moms (and dads), launched a mobile app that turns photos and videos into shareable personal narratives.

The free Story app, available for Apple’s iPhone and iPod touch, automatically organizes personal media on the devices into “stories,” which can be customized, saved and published via Facebook, email, blogs or on Disney’s Story.us website.

Disney sees a prime sponsorship opportunity with Story, although at launch the app does not have any advertising, according to a rep.

“When we become moms, our iPhone instantly becomes the go-to device to capture the spontaneous moments of family life,” said Brooke Chaffin, senior veep Disney Interactive Family. “With Story, we’ve created an easy-to-use app that takes this content and creates meaningful narratives and stories that can be shared with friends and family with just a few taps.”

Story app was published Wednesday in Apple’s iTunes App Store, and Disney plans to run TV ads promoting the Story app. Mouse House teased plans for the app last week at its Digital Content NewFronts presentation in New York.

Users can auto-generate a story around a set of pictures or videos, or add their own captions, pages of text, themes and layouts. All stories are saved in the app and backed up to Apple’s iCloud.

On Tuesday, Disney posted boffo earnings for its fiscal second quarter. Profits were up 32% thanks to ad growth at ESPN, box office for “Oz the Great and Powerful” and high attendance at theme parks.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 3

Leave a Reply


Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. Steph says:

    I was excited when I saw this app but was very disappointed by its limitations. I much prefer Voyzee. With the Disney app there’s no audio while the story plays except for any audio in the video clips that are uploaded. I thought this was very bizarre. I didn’t like limit on how much media I can include in one story. Although for the functionality it does have it was easy.

    With Voyzee I can add audio and narrate each of my slides to let whoever I share with know whats going on in each slide better than a caption. It you like this app I would highly suggest Voyzee, which is also available for iPhone AND Android. Easy to use and the results are awesome!

  2. Chris says:

    Just started using this app and I’m surprised something like this didn’t come out sooner. You can tell your story in seconds and share it.

  3. Adam says:

    Hope those interested in this check out a free app we launched recently called Presstomatic. You can create fully collaborative and social scrapbooks on the go, browse and follow those from other users, and yes, share them online! Kudos to Disney as well for doing a pretty stellar job.

More Digital News from Variety