Ikea orders 3rd season of 'Easy to Assemble,' Variety 5.13.10
Thursday, May 13, 2010
Web series has generated over 9 million views, “it’s primary home, My Damn Channel”
Illeana Douglas is putting together a third season of "Easy to Assemble" after the Web series has grown into a hit for Swedish furniture retailer Ikea.
Easy to Assemble, created but Douglas has generated more than 9 million views since it bowed in 2008, becoming one of the few branded entertainment projects to take off and strike a chord with audiences.
Success of the series signals how producing branded entertainment can pay off for marketers. Brands have spent the past decade devoting more of their ad dollars to developing nontraditional forms of programming -- especially Web series -- as a way to attract consumers that's cheaper than spending tens of tmillions to tie-in with a major tentpole file.
Others have attempted to make the jump to television programming with mixed results. But Ikea appears happy for now with keeping its series on the Web, where it says it has experienced good results in building its brand image.
Full Article here and on Page 1 of Daily Variety
And click HERE to watch a message from Illeana thanking YOU, the fans, for all of your love and support.