It's always a challenge for a brand to shift its demographic focus. But that's what Denny's hopes to do, with a novel Web-only campaign.

The restaurant chain, whose television advertising generally targets families and older consumers, is breaking out of traditional media with a video series running only on CollegeHumor.com, with little mention elsewhere except Denny's Facebook page. The series launched about a year ago; "Season Two" has just begun.

Called "Always Open," the web video series, according to Denny's chief marketing officer Frances Allen, is designed to bring Denny's pitch, "America's Diner is Always Open," to Millennials, ages roughly 18 to 30. Allen tells the New York Times that the new video series offers "an engaging brand moment for millennials" that "communicates our brand message that diners are really welcoming places where everyone can come as they are."Continue reading...

Web video programmers are getting better at promoting their wares, borrowing a well-worn page from the analog playbook that TV programmers have mastered.

Case in point: Lionsgate and Hudsun Media signed a deal to run Trailer Trash (watch the trailer above) on Hulu, partly because the video portal is mastering the art of scheduling, programming and marketing.

"Crossing your fingers and hoping people will find out about a show isn't really a business model," commented Curt Marvis, Lionsgate president of digital media, to the Wall Street Journal.Continue reading...

It may be called DumbDumb, but there’s nothing dumb about this branded entertainment startup from comedians Will Arnett and Jason Bateman, as evidenced by its first longform video spots for Orbit gum.

The brand is not so subtly hyped on DumbDumb's site and YouTube to pitch Orbit as a product that can “clean up dirty situations.” Arnett and Bateman are the creators, directors and executive producers of the shorts, in which they also star.

It also marks a new direction for Orbit, the Wrigley-owned brand that spoofed its longrunning "dirty mouth" campaign at the recent profanity-filled MTV Movie Awards.

DumbDumb is co-producing the Orbit digital shorts campaign in partnership with CollegeHumor.com and Electus, the branded entertainment company started by Ben Silverman after he left NBC as its head of entertainment.Continue reading...

The iPad launch day arrived and consumers lined up. [Washington Post]

Apple saw more sales than previously estimated. [Bloomberg]

Coachella promotes its concerts with an iPhone app. [LA Times]

Dr. Dre and the Red Sox created themed headphones. [Boston Herald]

Americans eat more prepackaged foods than fresh. [NY Times]

Old Spice takes a cure from Axe and gets physical. [BrandFreak]Continue reading...