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


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.[more]

DBG is the primary content syndication provider for the 90-minute show which will be promoted on premium websites, blogs and content hubs across the web and on mobile.

Founded in 2007 by Joseph Gomes, Chris Young, Gregg Backer and Rick Kleczkowski, DBG produces ‘programming that aligns with a brand’s communication goals’ and counts as clients Infiniti, Hewlett Packard, Ford, Sprint, Mars, the U.S. Air Force, Kimberly Clark, Unilever, and Coca-Cola.

DBG was involved with Kiefer Sutherland’s The Confession and Zooey Deschanel’s The Single Life, with sponsorship by Dentyne. 

With about 107 million monthly unique visitors and 2,600 partner websites, DBG’s programming expertise “is to try to figure out brand objectives, where are the natural integration points, where it works with the story arc.” To “tastefully integrate” the brand is key, as Fast Company noted: “If we beat the user over the head with the brand, they’re not going to engage.”