GET INVOLVED     |     ISSUES     |     NEWSROOM     |     RESOURCES     |     ABOUT US     |     CONTRIBUTE     |     SEARCH  
 
 
 

       

 

 

 

 

 

 

Pepsi to Launch Internet Series

 

Gail Schiller

The Hollywood Reporter
March 17, 2008

 


Pepsi-Cola North America is launching an original online series in the summer.


The soda giant will serve as its own studio for a serialized action-adventure production from film writer-directors Shawn Papazian and Art Brown ("Rest Stop: Don’t Look Back") that will be a branded-entertainment play for soft drink Mountain Dew. The untitled project will bow in June on Web sites still being determined.


But in a twist, viewers will able to alter the story line by selecting from a menu of options after each episode that take the series in different creative directions, akin to the “Choose Your Own Adventure” book franchise.
 

“Putting this kind of interactivity in the story line allows the consumer to have some engagement with the brand,” Pepsi vp marketing Frank Cooper said.


The project will bow in the form of five shortform interlinked episodes, which will be followed up by a batch of more episodes at a date to be determined. Cooper didn’t rule out eventually migrating the property to TV or DVD.


“It will start online, but we think that it can evolve into a broader experience that can come offline,” he said.


Cooper declined to disclose budget figures but indicated it was far less than the traditional 30-second Pepsi spot.


The Mountain Dew brand is no stranger to unconventional promotions blurring the lines between digital entertainment and marketing. In November, Pepsi launched the casual game “Dewmocracy,” which allowed users to create a new flavor of the soft drink. Co-produced by Forest Whitaker, the game drew 600,000 unique visitors who averaged 28 minutes per session on the site.


 

This article is copyrighted material, the use of which has not been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: http://www.law.cornell.edu/uscode/17/107.shtml If you wish to use copyrighted material from this site for purposes of your own that go beyond fair use, you must obtain permission from the copyright owner

 

 

STAY INFORMED

 

Email Address: State:
 

Subscribers receive no more than

1-2 emails per week

 

SUPPORT CCFC

CCFC does not accept corporate funding.

We rely on member donations for support.

Click Here to Contribute

Copyright 2004 Commercial Free Childhood. All rights reserved