MikMak, which has the lofty goal of convincing millennials to binge-watch ads, is teaming up with GE, Oxygen Media, Mondelez and American Express to create branded "minimercials," which are short, shoppable infomercials.
The new feature is called "Blank Presents." Each brand will sponsor a different series in the app. Eliot Glazer from Comedy Central's "Broad City," for example, hosts "Conversations Over Dim Sum", where he interviews creative people and promotes two lightbulb models, LED Bright Stik and Link, a smartphone connected lightbulb.
For Oxygen Media, Elyse Brandau of "Veep" is hosting "Tone Alone," selling home fitness equipment from Lifeline while promoting the network's new reality show "Pretty.Strong," featuring a female football team, premiering Tuesday, October 6th.