ADOTAS – Digitas’ spanking new brand content unit, The Third Act, is rolling out its first work today. The second season of quirky, travel-centered “The Smart Show,” Holiday Inn Express’ Web series (co-produced with The Third Act) is going live. Check it out here on blip.tv.
“The Smart Show” aims to showcase the challenges and occasional charms of business travel. It integrates video and Web content with additional sponsorships and promos – in two to three minute bite-size episodes. The new episodes are produced in concert with Endemol USA (of “Deal or No Deal” and “Extreme Makeover: Home Edition” fame) will air twice weekly until October.
“We are always looking for new and innovative ways to engage our guests in the clever, fun and smart personality of the Holiday Inn Express brand,” said John Merkin, senior vice president of brand management for Holiday Inn brands in the Americas. “The Smart Show: Season 2 is a natural evolution from last year. The Webisodes still deliver laughs, but this year visitors are getting a more complete brand experience via the Web site.”
The show is also partnering with online travel resource TripAdvisor this year. “The Smart Show” content will be integrated into TripAdvisor’s site and promoted across its homepage and destination guides.
Digitas is the digital marketing arm of Publicis Groupe.