Referencing popular culture and repeating the message are two keys to creating a successful branded series, writes Tessa Wegert. Clorox's "Green Housewives" webisodes uses humor to make its point. A PayPal campaign featuring Jeff Goldblum contains small variations that allow the same message to be repeated without becoming annoying. "You want consumers to recognize the ads as part of a 'mother' campaign, so that each one will contribute to its overall impact," Wegert writes.

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