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AOL's hyperlocal news publisher Patch has taken native advertising to new heights by creating a branded site for the setting of Disney's new animated movie Planes.
The Propwash Junction Patch looks like any other Patch site, except that the content is entirely fictional: it has made up correspondents reporting on made up news that's happening in the make-believe town. There are even "ads" for establishments featured in the movie.
"If there's one thing we know how to do, it's celebrate towns and bring them together through our core platform," said Mark Josephson, svp of revenue and marketing at Patch.
The company wanted to explore native advertising opportunities, but it didn't want to recreate what other publishers have done, Josephson added.
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