If the medium is, indeed, the message, then branded webisodes could signal a sea change in the way the message is served up to ad-averse consumers with short attention spans.
The latest example is an eight—webisode deal CBS Interactive struck with Saturn for a series featuring four women from varied backgrounds and ages taking off on weekly adventures based on their book club reading. The title is “Novel Adventures.” Get it? They read Ernest Hemingway’s “Old Man and the Sea” and go deep-sea fishing—with a Saturn vehicle facilitating their excursion to the briny deep. You get the picture…
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