A Sponsorship Burst for Web-Video Hopefuls

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Starburst launched a digital marketing campaign last week in partnership with several independent video bloggers and emerging Web studios, marking one of the first big bets by a name advertiser on independent Web video. The Mars-owned candy brand has commissioned videos from Web stars David Jr., Rhett and Link, Katers17, David Choi and Web series "Nite Fite," an animated talk show from Web studio Next New Networks. The bloggers' videos and "Nite Fite" will include very subtle brand messaging from Starburst rather that pre-rolls or overlay ads on the videos. Starburst targets a late-teen audience and that group that is harder to reach through traditional means, the company said. The Starburst audience tends to identify more with Web pop culture. Starburst worked closely with its digital agency Digitas, owned by Publicis, on the campaign.
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