Sprint, Suave Join Forces for Branded Video Series

Sprint, Suave Join Forces for Branded Video Series

WPP Group's MindShare is pairing its biggest clients, Sprint and Unilever, in a multiplatform branded-content project designed to give women a forum to discuss various issues relating to motherhood while simultaneously promoting client products, reports AdWeek. Agencies have traditionally avoided projects involving more than one client - despite potential efficiencies - because of highly probable inter-client conflicts.

The project is a Web-based series called "In the Motherhood," starring The King of Queens actress Leah Remini. The new show will be directed by Peter Lauer, whose credits include Malcolm in the Middle and Arrested Development. It debuts this week on MSN and runs through June. Initial plans call for the production of five five-minute episodes, with the possibility of "second season" to follow, said Lang.

There's also a user-generated component. A website invites real-life moms to submit their own stories, which garner votes, with the winners' tales used as the basis for future episodes of the series. The inthemotherhood.com site is hosted by MSN and offers blogging, chat forums, games and other activities.

The site is one part of an integrated marketing program jointly sponsored by the two clients, who are 50-50 partners on the project, said Lang. The Webisodes also can be viewed on www.suave.com and the Sprint TV mobile platform. The series will also be promoted on The Ellen Degeneres Show.