Evolving the short film model called 'branded content,' pioneered by BMW, Reebok's 'Terry Tate-office linebacker' films have been downloaded by 1.2 million people this week. The campaign is a case study in truly effective interplay between online and TV, using the web to make a TV spot work harder and longer. In this model, the TV spot, itself, becomes merely a starting point, a signal to the audience that more, similarly entertaining content is available. The viewers log on, register, and become proponents, emailing weblinks to friends and co-workers who then do the same. Watch the film at http://terrytate.reebok.com/index.asp?etf=104
