The Future. Getting a spotlight on the second season of The Bear was the hot ticket on Madison Avenue, so Hulu-operator Disney had no problem closing deals with hot brands. The feeding frenzy may reinforce that in the age of streaming, integrating organically into movies and TV shows may be the best way to get products and services in front of a mass audience.
Making the menu
Over 40 advertisers hit up Disney after The Bear’s first season, wanting to get their products featured on the second helping.
- Disney worked with brands like Stella Artois, Coca-Cola, American Express, and Resy to integrate them into scenes.
- The brands also created custom promo content that would play during ad breaks, such as Stella’s ads with chef Roy Choi and the series’ culinary producer, Courtney Storer.
It seems like betting on The Bear was satisfying for all involved — the second season served up 70% more hours streamed than the first, becoming the most-watched season premiere of any FX series on Hulu.
A delicious binge.