The CRM platform provider has been selected as an innovation partner of StudioLAB


The Walt Disney Studios StudioLAB has selected Salesforce as an innovation partner. (Credit: Medullaoblongata Projekt/Wikimedia Commons)

Salesforce and Disney Studios Content have entered into a partnership to help Disney marketers and filmmakers fast track production with the help of new technology.

The two parties will study new approaches for leveraging technology for managing and speeding up the lifecycle of content production. The objective of the partnership will be to use technology for supporting content creation from scratch to post-production and marketing.

In this connection, Salesforce has been selected as an innovation partner of The Walt Disney Studios StudioLAB.

The technology to be used will be from Salesforce Customer 360 customer relationship management (CRM) platform.

Salesforce Customer 360 includes apps that span sales, service, marketing, and commerce.

Salesforce president and chief marketing officer Sarah Franklin said: “Disney’s creative leadership has inspired generations with emotional storytelling and imaginative experiences.

“At Salesforce, we’ve worked to create similar magic with our brand, events and global community of Trailblazers. We are thrilled at the opportunity to help StudioLAB and their efforts to support Disney advance their storytelling with our technology.”

The partnership between Salesforce and Disney Studios Content will focus initially on reimagining production by developing digital workflows to help handle the production and marketing of the latter’s content.

Furthermore, Disney marketers and filmmakers will get a 360 real-time view of the performance of media properties, which will support executive decision-making.

The partnership will also focus on deploying simple, mobile-first technologies for helping studio personnel quickly access updates and trigger workflows from any device, irrespective of their location.

Disney Studios Content chief technology officer Jamie Voris said: “Salesforce’s platform gives us the ability to accelerate and better coordinate the production process.

“With Salesforce as our Innovation Partner, we can equip our marketers and storytellers with world-class technology to better deliver against the incredible slate of content we have planned for streaming and theatrical audiences.”

Last month, Amazon Web Services (AWS) revealed that it has been helping Walt Disney as its preferred public cloud infrastructure provider in the global rollout of the Disney+ online streaming video service.