ABC, ESPN, Nat Geo and Hulu
Built Wild - Ford Bronco
Ford teamed up with Disney to reveal the all-new Ford Bronco family across Disney’s broadcast, cable, digital and streaming properties. Disney CreativeWorks created the BUILT WILD short film series, in collaboration with Academy Award-winning director and acclaimed cinematographer, photographer and professional climber Jimmy Chin. On Monday, July 13, three custom films aired on ABC, ESPN and National Geographic, during each network’s first commercial break in the 8:00 p.m. ET hour – marking the first-ever, prime-time product reveal roadblock across these networks. The following day, the short films became available on Hulu through interactive ad formats, and within a curated collection of outdoor and survival-themed content aligned with the Bronco lifestyle.
The short films were made available the next day on Hulu, leveraging the platform’s interactive ad capabilities and content curation to drive awareness with viewers.
User-Initiated Content
The Built Wild short films were included in a custom “Survivalist” themed content collection available on Hulu for ad-supported viewers, and within network pages for all viewers.
Branded Entertainment Selector
Hulu’s Branded Entertainment Selector prompted viewers with the option to watch a short film in exchange for commercial-free stream. All three short films were rotated, as well as the :90 “Family” reveal spot, were rotated in the unit.
Branded Video and Slates
Branded videos and slates ran within the shows featured in the custom “Survivalist” content collection, as well as targeted to “Bronco Enthusiasts” and “Nat Geo Watchers” across Hulu.
Ad-Selector Units
Hulu’s Ad Selector was leveraged to allow viewers to choose their own ad experience, and featured the Bronco reveal spots (:30 2D/4D reveal, :30 Sport reveal, and :30 Family reveal).
