Disney invests $15 million in viral marketing company Playbuzz

in Disney, Technology

Disney just invested a large chunk of change in “going viral.”

Playbuzz — a company whose mission is to create viral internet content like photo galleries, quizzes and the like — has announced it just closed $15 million in all-new funding led by Walt Disney Co. and Saban Ventures. According to Variety, Playbuzz said it will use new funding to enhance its proprietary content engagement platform and expand its branded content business.

The company was founded in 2012 by Shaul Olmert and Tom Pachys, and is the leading global platform for publishers and brands to create content people love and enjoy. They have about 100 employees in its offices around the world.

“Engaging content is the key to media consumption, and Playbuzz has positioned itself as the leading platform for media companies and brands to create and distribute such content across all devices,” said Barak Pridor, managing partner at Saban Ventures, an affiliate of Haim Saban’s Saban Capital Group. “Playbuzz’s unique network, and distributed sponsored content offering, make it the ideal platform for editorial and commercial growth of its partners.”

The interesting thing here is, what can Disney be promoting through Playbuzz that requires such a sizable investment. Granted, that kind of money is pocket change to the massive corporation, but it’s definitely worth thinking about. I’m sure we will all find out soon enough!

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