NBC Universal Digital Studios is testing a broadband video show that breaks with traditional brand integration — literally.
The peacock’s online production arm has closed an exclusive deal with popular viral-video site Break.com for “Breakers,” a program that features women going to elaborate lengths to break objects.
“Breakers” actually will seek marketers who want to volunteer to have their products smashed to smithereens in exchange for exposure to Break.com’s coveted young-male audience.
“We have a male audience that likes two things: attractive women and demolition,” Break.com CEO Keith Richman said, which has ordered an unspecified number of shortform episodes.
The deal represents a strategic shift for Break.com, as NBC Uni is its first partnership with an established media company. Break.com is attempting to incorporate more professionally produced content into its site, which leans heavily on user-generated fare.
Frank Wilson is a retired teacher with over 30 years of combined experience in the education, small business technology, and real estate business. He now blogs as a hobby and spends most days tinkering with old computers. Wilson is passionate about tech, enjoys fishing, and loves drinking beer.