Gopuff, Disney Launch Virtual Concession Stand on Streaming
Disney Advertising and Gopuff have joined forces to launch a shoppable streaming experience that merges entertainment with instant gratification. The collaboration is part of a broader push by Disney to make its CTV advertising more actionable.
The virtual "Concession Stand" allows viewers to order snacks, sweets and drinks for delivery while streaming content on ESPN, Hulu or Disney+ — powered by Gopuff's fulfillment network.
The activation allows participating brands to feature products in streaming ads that include a QR code linking to a curated storefront. Viewers can scan and order items without needing to log in or create an account, with Gopuff fulfilling deliveries in as little as 15 minutes in many markets.
Gopuff said the offering gives brands a new way to reach audiences "in the moment" — for example, as they sit down to watch a game or movie. For Disney, it's a new step toward turning its streaming ad inventory into a platform for real-time commerce.
Disney is also applying its clean room data capabilities to the experience, helping identify audience overlap between Gopuff users and Disney+ or Hulu viewers, allowing for more precise targeting of CPG shoppers.
"We're helping more brands meet customers where they are — by delivering what they want when it's most relevant to them," Michael Peroutka, head of ads and agency partnerships at Gopuff, said in a media release.
Disney's Expanding Commerce Strategy
The Concession Stand is one of several commerce-focused initiatives Disney Advertising recently unveiled as it works to make its streaming ads more interactive and measurable.
Among the other moves:
- Disney Shop the Stream: In partnership with Shopsense, Disney is creating digital storefronts tied to specific shows, characters or themes. Viewers can browse and buy products inspired by what they’re watching. Calia by Dick's Sporting Goods was the first brand featured through a curated storefront linked to a recent episode of "Project Runway."
- Shoppable CTV formats: Disney is embedding more interactive elements into its streaming ads, including send-to-phone prompts and QR codes designed to drive immediate action.
- Shoppable social ads: Disney is also investing in social formats, such as carousels and collection ads that bring mobile-first shopping into branded content and campaigns.
Incorporating Retail Media Networks
As part of its data and measurement strategy, Disney has also established partnerships with Kroger Precision Marketing and Walmart Connect. These integrations allow advertisers to apply shopper insights and activate retail media audiences across Disney's streaming inventory — connecting upper-funnel engagement to lower-funnel outcomes.
