Quizzes from Allstate will replace traditional video commercials when Disney streams a 'Toy Story' football game
The NFL game will feature only the Allstate trivia questions, says Deidra Maddock, vice president of sports brand solutions at Disney Advertising Sales. “We wanted to make sure that we were going with ad breaks that would be complementary to the creativity,” she says. “We didn’t want to be running just traditional ad breaks. We felt that would disrupt the flow.”
Disney is using the international game in its quest to find ways to bring disparate audiences to a single piece of content. On+, viewers will see sports-network mainstays like Chris Fowler, Dan Orlovsky, Louis Riddick, and Laura Rutledge calling the game. On Disney+, viewers can watch Woody, Buzz, Bo Peep, Bullseye, Bunny, Ducky, Forky, Green Aliens, Jesse, Rex, and Slinky Dog in various game-day antics.
The “Toy Story” characters will go through the same paces as the NFL players, thanks to use of next-gen stats, player tracking and motion-capture technology. Graphics, scoreboards, penalty announcements and more will all embrace the “Toy Story” theme. So too will the announcers and other signature sports segments. Drew Carter and Booger McFarland will lay out the action alongside Pepper Persley, a 12-year-old sports journalist who has landed gigs as an WNBA sideline reporter.
More advertisers are likely to test similar techniques. “I would say we are in the middle of this journey to a streaming future,” says Marsey.
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