Thursday, May 17th, 2012
Easy to Assemble?a hit web series created by Illeana Douglas?is set for another season after being a big hit for Ikea, the Swedish furniture retailer.
The show, now on its third season, has generated more than nine million views since it began in 2008. It is also one of the best branded entertainment projects in cyberspace.
Branded entertainment has been a leading trend for advertisers. More and more companies are investing in non-traditional forms of advertising to make the most out of their money.
The show takes place in an Ikea store and it features some top Hollywood names, including Jeff Goldblum, Tom Arnold, and Ricki Lake.
?I just tried to make a good movie with good actors,? Douglas explained to the Daily Variety. ?The YouTube model of the cat chasing the laser is going to run out of steam. I knew there was a huge fanbase out there that wasn’t watching television. Once I started doing this, I had confirmation that there’s a huge segment of the population that listens to NPR, reads, is a little cultish and has a tendency to watch things online.?
Ikea has been supporting production, but has also promoted the web series. The retailer has allowed the show to gain a following from various Ikea sites, like IkeaFans.com
?I am very happy for the success and recognition ‘Easy to Assemble’ has received,? commented Magnus Gustafsson, marketing chief of Ikea. ?Of course, we’re very grateful to all of the loyal Ikea fans and audiences who tune in to the show, and it’s for them that we will have some special surprises in mind.?
The new season begins in July and will continue showing online from October to December.
Source: Variety
[...] show was created by Illeana Douglas who said: “I just tried to make a good movie with good actors. The YouTube model of the cat [...]