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coBRANDiT Launches Open Source Advertising Agency

In a fresh take on advertising and marketing, coBRANDiT is building a network of citizen advertisers available to produce documentary video about lifestyle and brands. The first 40 consumers to send in a short video about their favorite beer, gear, or car will be paid $50, and will form the core of the new agency.

Boston, MA -- coBRANDiT, the world's first open-source documentary advertising agency, has announced a call for entries on its web site cobrandit.com. Consumers submitting short documentary ads about brands and products they love will be paid $50 for their effort. With the advent of simple and inexpensive video cameras and editing tools, consumers have become producers and brand marketers are increasingly interested in their output. Terms such as "Consumer Generated Media" and "Citizen Marketing" have been used to describe the phenomenon now confronting brand managers--coBRANDiT seeks to provide a resource for this new type of commercial content.

Founded by cousins Owen Mack and Jesse Buckley, coBRANDiT documents "real life experience of the brand." Clients include PUMA and Pabst Blue Ribbon. The experiment makes sense for the beer, says Pabst brand manager Neal Stewart, because its recent resurgence was basically the result of a grassroots consumer phenomenon. "The real hook," Buckley says, "is to have this kind of peer-to-peer advertising, where everybody is selling their experience as consumers." "They're not ads in the conventional sense," Mack continues. "They're conversations about brands, in 30-second bits. It's our belief that with the explosion of entertainment options, people will be interested in watching branded content made by others like themselves. " coBRANDiT content is designed for display online and in broadcast media.

For additional information about coBRANDiT and documentary advertising, contact Owen Mack or Jesse Buckley, or visit www.cobrandit.com and the related videoblog www.obttv.com.
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