branded entertainment

FIAT Sponsors My Damn Channel Web Series

Posted by Michael Waltzer on December 6, 2011 10:39 AM

Product placement in movies, TV, music videos and even video/online games is commonplace these days, but paid product placement for a web series? Meet Wainy Days, directed by David Wain on My Damn Channel which premiered its fifth season this week, making it the longest-running, most-watched (and awarded, says its publicist) comedy series online.

What makes season five so interesting is that it's the first season to integrate a brand into it. Which brand? FIAT, which has been having just a bit of trouble in US marketing of late, ousting its North America head and getting flack for its JLo overkill. To quote David Wain from the show, "I mean, yeah, I have a terrific new car — FIAT." It won't win any awards, but it gets the point across.

This season will feature an array of stars such as Ken Marino (Childrens Hospital, Party Down), Steven Weber (Falling Skies, Wings), Lizzy Caplan (Party Down, True Blood), Erinn Hayes (Childrens Hospital, Parenthood), Jorma Taccone (Saturday Night Live, The Lonely Island), Zandy Hartig (Childrens Hospital) and Thomas Lennon (The State, Reno 911). Guest stars in past seasons have included Elizabeth Banks, Julie Bowen, Rob Corddry, Ed Helms, Jonah Hill, Rashida Jones, Megan Mullally, Nick Offerman, Amanda Peet, Elizabeth Reaser, Paul Rudd, Jason Sudeikis and more.

My Damn Channel creates original, branded entertainment for its own website and YouTube plus targeted distribution campaigns for major advertisers, and boasts some of the most successful new comedy series online, including Wainy Days, Horrible People, You Suck at Photoshop and videos by comedian/Simpsons voice Harry Shearer.

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