Is Verizon's Branded Series "Valemont" To Die For?

Heidi Montag and Spencer Pratt, lead villains on MTV's Los Angeles-based reality show The Hills, should start to worry. A vivacious and cunning new co-star is coming to town -- and we're not talking about their latest cast-mate, Kristin Cavallari.

As part of Verizon Wireless's branded entertainment vehicle Valemont, a Verizon mobile phone will be fighting for screen time against the duo America loves to hate. Who will better connect with the audience? Our bets are on the cellular device.

Premiering tonight on MTV, Valemont will air in two-and-a-half minute clips prior to The Hills, and again at the conclusion of The City, for the next six weeks. Set at a prestigious northeastern university, Valemont features a young woman named Sophie searching for clues after her brother is found dead. Using his Verizon phone -- naturally, showing off its video and messaging capabilities along the way -- Sophie attempts to solve the mystery of what happened to her brother.

MTV and The Hills are no stranger to branded media. The network previously aired the branded series Fresh Takes, in conjunction with Dove, featuring singer Alicia Keys. Branded entertainment is growing increasingly popular online, with brands like Ikea, American Family Insurance and Sara Lee recently launching branded webisodes. Consumers appear to embrace the trend with no noticeable backlash.

But there's one flaw in Verizon's execution: they've taken a great idea and picked the worst possible plot line to sell a product. Are potential Verizon customers expected to be enthralled by possibly becoming a victim of violent crime? Making matters worse for Verizon, the series premiers with the violent murder of Yale graduate student Annie Le still fresh in the public's mind. 

Valemont may successfully engage its audience, but the murder plot seems like a poor brand association. When given the reins to create their own content, brands must ensure that the characters and story line reinforce their brand's image, not just their product capabilities.