Disney Wants Mom-Generated Content with ‘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.

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