Promises to make Altoids "an integral, organic plot element".
Fox Mobile Studios has announced its first branded mobile TV show, Brainstorm. It's an eight-episode comedy series with prominent product placement for Wrigley's Altoids mints.
Or, as the announcement puts it: "FMS set to go beyond cursory brand integration and creatively embedded Altoids as an integral, organic plot element". So no Wayne's World style product hawking, in other words.
"In a world where consumers are accustomed to product placements and branded content we sought a new kind of integration that is mutually beneficial to marketers and media," says Fox Mobile Studios VP and creative director Michael Wallen.
"It's transparent, organic and most of all entertaining."
We'd also point out that it also comes with the slogan 'let's sell some mints, Bitches!', which is a good start. To our British eyes, it looks like a cross between The Office and the ad agency sketches in the last series of That Mitchell and Web Look.
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Fox worked with creative and entertainment agency Omelet on the series, which is set inside the "fast-paced, controversial and sometimes ridiculous world of advertising".
The eight episodes will debut on 28th September on the official Brainstorm website. Details of the mobile distribution plans haven't yet been announced, however.
