Web Productions Become Appealing to More Marketers

Earlier this year I tried to work a product placement deal between Tiki Bar TV and a prominent spirits company. I was pretty excited by the prospects, but sadly it never went anywhere.
Today, The Wall Street Journal details successful forays by brands into the land of web-based shows.
The Journal points to “edgy niche video sites” like Break.com and College Humor as two that have made production deals with Samsung, Mountain Dew and Old Spice.
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Break.com created the three-part series “Ballpark Invasion” to promote Samsung’s Instinct phone. Old Spice recently drafted College Humor to produce a series to promote its two-in-one body wash and moisturizer. The result: “The Great American Twofer Hunt.”
Costs for the shows, which are typically a couple of minutes long and include anywhere from two to 20 episodes, range from about $250,000 to $750,000.
College Humor is owned by IAC/InterActiveCorp.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.