18 January 2008
According to Andrew Essex, CEO of Droga5, Honeyshed is a broadband destination that celebrates the sell.
Honeyshed is an online television network, Honeyshed intends to erase the line between branding and entertainment altogether. But the content is not traditional online advertising. No banners. No rollovers. No 30-second spots. Instead, it provides a mix of live programming and character-driven sketch shows paid for by—and promoting—sponsors, who collaborate with Honeyshed to come up with suitably entertaining concepts aimed at the ever-capricious but nonetheless influential demographic of 18- to 35-year-olds.
"There's a lot of so-called branded content out there, but it doesn't have many places to live," Andrew says. "It gets lost on YouTube or it's like bud.tv, a brand in isolation. In contrast, this is totally transparent and completely entertaining. It's overt advertising based on the idea that people love brands. They just don't necessarily love it when brands interrupt or deceive them. This will make brands the life of the party rather than the uninvited guest."