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red carpet

Oscars Watch: I Can't Believe It's Not Branded Entertainment!

Posted by Sheila Shayon on February 22, 2012 04:01 PM

Strange bedfellows, but sweet promise from DBG, Mindshare Entertainment, and Unilever’s I Can’t Believe It’s Not Butter! brand.

Toast to the Red Carpet LIVE! is billed as a first-of-its-kind web show that will stream live during the Oscars ceremony on Sunday, February 26th on UsWeekly.com, and the brand's Facebook page starting at 6:00pm EST.

Celebrity panelists include a quartet of TV personalities — dancer/model Brooke Burke, model/actress Molly Sims, fashion commentator (and former Queer Eye for the Straight GuyCarson Kressley and cookbook author Katie Lee — all dishing on celebrity fashion and up-to-the-minute red carpet coverage.Continue reading...

branded entertainment

Zooey Deschanel: Actress, Singer, Branded Entertainment Exec

Posted by Sheila Shayon on January 18, 2012 11:51 AM

The Single Life, a humorous web series about online dating, debuted last year with sponsorship by Dentyne. Apparently it was a success, as it's attracted the interest of “New Girl” and It Girl, actress and singer Zooey Deschanel, and her BFF’s Sophia Rossi, a producer, and Molly McAleer, a writer, to sign on as creative consultants.

The trio are co-founders of HelloGiggles.com, founded last year to be “the ultimate entertainment destination for smart, independent and creative females. Everything hosted on the site will be lady-friendly, so visitors need not worry about finding the standard Boys Club content that makes many entertainment sites unappealing to so many of us.” As gag-inducing as the phrase "lady-friendly" might be, think of it as code for "branded entertainment" for women in the 18-34 demographic.

As a result of the deal, The Single Life will be based at HelloGiggle and syndicated to Digital Broadcasting Group’s video ad network of 2,600 websites targeted toward the 18-34 demo. "As we head into season 2, we wanted to reinvigorate the show and give it some new life and we felt that getting the HelloGiggles staff's input into the actual program would give the webisodic series a new zip or vigor," said DBG Chief Creative Officer Joseph Gomes to the Hollywood Reporter, adding that Deschanel and company will be "creative voices to the program."Continue reading...

branded entertainment

Coming Soon: The Crowd-Branded Ford Fiesta

Posted by Sheila Shayon on September 9, 2010 01:30 PM

Ford's Fiesta is the star of an upcoming Web series, ControlTV, a reality series where the twists and turns are crowdsourced.

The latest branded entertainment effort from from Digital Broadcasting Group, the series  is directed by actor Seth Green (of Robot Chicken fame on Adult Swim).

ControlTV follows an L.A.-based 20-something male whose every (almost) move will be audience-determined 18 hours per day, dictating what he eats, wears, dates, works and travels. It's not a new idea — David Perez, a junior exec at Leo Burnett, attempted a similar feat at the recent Cannes advertising festival, though unsponsored.

As a result of DBS sponsorship deals, the ControlTV social media puppet will not only be driving a Ford Fiesta but also shown using a Nextel smartphone (hopefully not at the same time).Continue reading...

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