So, if you’re wondering (which you may absolutely not be) why I’ve been seemingly absent from the world of bloggery, it’s because we’ve been busy putting together a new show called the 7-11 Road Trip Rally. The show is an online reality series that will have two teams of two race across the country from opposite coasts to the INDY 500 while doing challenges along the way and surviving on nothing but 7-Eleven food. Videos will be released daily (except on weekends) starting May 10th.
No, this isn’t like anything we’ve done before. And no, this won’t be like any reality show you’ve ever seen — and I don’t say that in that grand sort of way that means it’s going to change your life. I say that in that — we were hired to impart our own style into this show, which means that it’s going to be funny, smart and absolutely nothing like anything MTV has done.
The press release is below. The official trip starts on the 10th, but we’ll have goofy audition videos up every day until then. Oh, did I forget to mention, Break a Leg fans, that our very own Drew Lanning (Jimmy Scotch) is the host? Oh, yes he is and he’s almost as hilarious as he is in Break a Leg.
Watch, support, enjoy! Thanks! I’ll actually try and update often from the road and tell you how it’s going. Should be interesting.
First: New York Times article on the show.
7-Eleven® And Blip.tv Join Forces To Create The Branded Series ‘7-Eleven Road Trip Rally’
World’s largest convenience retailer launches web-based reality series following two teams as they traverse the country, competing in daily challenges at local 7-Eleven stores
New York, NY (PRWEB) May 3, 2010 — Next-generation television network blip.tv and 7-Eleven, Inc., today announced the launch of 7-Eleven Road Trip Rally, a web-based reality series produced by blip.tv that will follow two teams as they drive across the country, purchasing all of their daily needs including food and gasoline exclusively at 7-Eleven® convenience stores and culminating at the Indianapolis Motor Speedway on May 28. New episodes of their adventures and challenges will air daily on 711RoadTrip.com, while 7-Eleven and partners, including Dr. Pepper, Planter’s, Nabisco, Oscar Mayer and Nestlé Pure Life, will promote the show through their own websites.
“The show provides a great opportunity to use the enthusiasm around auto racing and reality TV to reach fans and appeal to new customers on the web,” said Rita Bargerhuff, 7-Eleven’s chief marketing officer. “We knew the best way to get our point across would be through video. We’ve had great success with social media, so a web series made perfect sense. Blip.tv truly understands the distributed web and they’ve been invaluable throughout the development of this program.”
Customers and racing fans can follow each team’s progress, daily challenge competitions, and the comedic drama of a cross-country road trip not only on 711roadtrip.com, but also through 7-Eleven’s presence on Facebook and Twitter. Viewers will also be able to keep track of each team as all tweets will be geo-tagged and shared on an interactive map at 711RoadTrip.com.
Blip.tv will distribute the show to partner sites and platforms including iTunes, Yahoo! and AOL Video, TiVo, Sony Bravia, Verizon FiOS and the Roku Digital Video Player. The show’s final challenge will take place at Indy, where drivers Tony Kanaan and Danica Patrick from Andretti Autosport will announce the winners.
“7-Eleven is a brand that understands where its customers live and how to connect with them in an impactful way,” said Evan Gotlib, blip.tv’s vice president of advertising sales. “We have always been and will continue to remain focused on supporting and promoting quality, original web shows, and 7-Eleven Road Trip Rally is an exciting addition to the blip.tv lineup.”
San Francisco’s Happy Little Guillotine (HLG) Films is working with blip.tv and 7-Eleven to produce, film and edit all of the episodes airing on 7-Eleven Road Trip Rally. “It’s incredibly energizing to work with companies like 7-Eleven and blip.tv on this project,” said Yuri Baranovsky, one of the founders of HLG Films. “We’re independent show creators at HLG, first and foremost, and both companies allowed us to impart our expertise and our vision while working to create a great series. To me, this is the future of media; it’s branded content with purpose and high-entertainment value that will really draw in viewers.”
More than 44,000 independent show creators (from scripted sitcoms and dramas to news magazines and how-to shows) visit the blip.tv show creator dashboard every day to review their statistics, engage with their communities of viewers, tweak settings and release new episodes. Together these shows serve more than 85 million video views a month. Eighty-five percent of those video views are paired with targeted, direct-sold advertising from brands like PepsiCo, Chevrolet, Samsung, AT&T, Samsung and Scion.
by Yuri Baranovsky