Pampers diapers, the world's leading diaper brand, today launches A PARENT IS BORN, a 12-episode Web series documenting the real-life journey of a young couple as they experience pregnancy and birth for the first time. The series debuts on Pampers.com today, and also includes a syndication plan with a number of partners online.
A PARENT IS BORN is a docu-drama series following a real couple, Suzie and Steve, along their path to parenthood. The series captures the range of challenges, fears, excitement and joys that come with having your first child. The episodes are 4-5 minutes in length and will live on the recently redeveloped Pampers Village Web site, which continues to offer new content and features to delight current parents and parents-to-be where they live, work and play.
The series is the result of a collaboration between Pampers and Procter & Gamble Productions (PGP), the division of P&G that connects consumers and brands through engaging and entertaining content. The series is sponsored by Pampers and was created and produced by The ZiZo Group, a digital content strategy company working in partnership with PGP.
Eventually someone with an interest in developing a long-term daily (or close to daily) drama is going to figure out an advertising model that will work and allow for ongoing viability. It may be a big corporation or an independent producer but eventually it's going to happen.
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This sounds awfully boring to me. but who knows--P&G did pioneer the soap opera, after all.
ReplyDeleteThey just posted lower than expected quarterly results but were still named the Brand Winner on a marketing blog--with the prediction that they will use this as an opportunity for growth.
The series is awesome! Give it a watch.
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