MTV meets QVC: Publicis, Droga5, Digitas host branded content site

MTV meets QVC: Publicis, Droga5, Digitas host branded content site

 

Source: ePharm5(tm)
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At Microsoft's recent client summit, Publicis Groupe, Droga5, and Digitas announced their collaborated effort to launch Honeyshed, a new Web site that provides only branded content by combining online ads and entertainment. The site will wrap overt advertising around entertainment, which may include a mix of live programming and character-driven sketch shows. There will be no traditional online advertising on the site--no banners, rollovers, or 30-second spots. Instead, the content is paid for by sponsors who are trying to capture 18- to 35-year-olds. Consumers can view content of their choice as long as they don't mind receiving blatant advertising messages along with it. Honeyshed will also have live chat facilities and social-networking capabilities. One company spokesperson referred to the new site as "MTV meets QVC." It will launch in beta this summer.