Friday, February 10th, 2012
Fox Mobile Studios (FMS), a unit of the Fox Mobile Group, is releasing a new branded entertainment series titled ?Brainstorm?.
The eight-episode series, which is available on mobile and on the internet, centers on Altoids?the famous mint candy. FMS says that this new production goes beyond the typical form of branded content by integrating the product through an organic plot element.
?This is Fox Mobile Studios? first branded entertainment endeavor and we feel very fortunate to have partnered with Altoids, a brand that has an innovative history of challenging conventional thought and behavior, to achieve this milestone,? said Michael Wallen, VP and creative director for Fox Mobile Studios. ?In a world where consumers are accustomed to product placements and branded content we sought a new kind of integration that is mutually beneficial to marketers and media: it?s transparent, organic and most of all entertaining.?
To produce ?Brainstorm,? FMS teamed up with Omelet?an entertainment industry. The series is a funny take on the world of advertising. It is meant to be a stand-alone project that incorporates Altoids without being overly intrusive to viewers.
?Today?s consumers are inundated with choice when it comes to content and because they lead active lifestyles, we have to proactively offer them quality content rather than waiting for them to discover us,? comments Paul Chibe, VP and general manager of Wrigley U.S. Gum and Mints. ?The ?Brainstorm? series is an example of a well-known brand like Altoids finding the right creative partners, like Fox Mobile Studios, to bring consumers branded entertainment that they believe in and enjoy enough to pass-along and share with friends.?
?Brainstorm? will premiere on September 28, 2009. For more information, log on to www.brainstormtheshow.com
Source: FierceWireless
