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A quirky ABC web series, In the Motherhood, is expected to air on television at midseason or early next year. The online show features stories of real mothers in real situations, and is created by MindShare Entertainment for Suave and Sprint.
When it airs on television, products will continue to be embedded in the story lines, according to The New York Times. The show, if it successfully makes the leap to television, will be the first time a branded entertainment campaign has crossed the web-TV chasm.
The webisodes last only five to seven minutes, so they will need major tweaking before they make it to TV.
MindShare Entertainment is the agency behind The Rookie, the web-based spin-off of 24 for Degree deodorant, and a special for the Spike cable channel for Axe deodorant.
In April, NBC Universal relaunched its Digital Studio and, working with Omnicom Media Group Digital, is creating branded content for multi-platform distribution.
The newly-formed NBC Universal Digital Studio will develop online programming with advertisers’ input incorporated throughout the process - including aspects of script writing and casting.
Brands like Acura, Microsoft, UPS and Intel signed on to work with the new creative unit. A show featuring all four brands, entitled Gemini Division, is currently in production. A show about a college student who turns into a zombie is the next show planned by the studio.
Shows created by NBCUDS will likely appear on sites like Hulu, which is part-owned by NBCU, but in some cases may also enjoy TV airtime.
Spending on branded entertainment grew 14.7 percent year over year, to an all-time high of $22.3 billion in 2007, nearly doubling in size over the last five years as brand marketers shift budgets from traditional advertising to alternative marketing strategies, according to a recent PQ Media report.
No longer confined to just TV and film, branded entertainment marketing represented approximately 8 cents of every marketing services dollar spent in 2007.
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