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BREAKING NEWS & VIEWS
Playboy.com Uncovers Sponsored Video SeriesWednesday, July 15, 2009 One way to launch a video product online today is to get sole sponsorship support up front. Playboy.com and Southern Comfort are aiming for the bar-dwelling music enthusiast with their “Uncovered presented by Southern Comfort” exclusive Web series. On the second Monday of each month for the next 10 months, a new episode will show an emerging or hip group or musical artist covering a classic tune in some of the most famous music venues and bars around the country. The launch video, available now at the site, shows Dinosaur Jr. discussing and then covering The Cure’s “Just Like Heaven.” Future videos will feature 3Doors Down, Black Lips, The Cardigans and Jet.  The launch video is less than six minutes and sits within a special page that is skinned by the Southern Comfort brand and includes pre-rolls, banners and other ad units that reiterate the sponsor. The promotion is tied in with a Southern Comfort-sponsored “Undercover” concert series, which emphasizes local and emerging talent in local venues. Curiously, the video series is not striving for viral distribution. Playboy and Southern Comfort seem happy to keep the clips on Playboy’s recently redesigned site. It is not clear how music fans (or Southern Comfort fans, for that matter) are to discover the series. The elaborate and Flash-y SouthernComfort.com brand site has piles of event details, images and even video, but nothing we could find points us back to its sponsorship of the Uncovered video series at Playboy.com. Nor is there any visible way of signing up for new content alerts when the next episode lands. Apparently, the “build it and they will come” principle is still with us. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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