LOS ANGELES NBC Universal Digital Studios is testing a broadband video show that breaks with traditional brand integration—literally.
The peacock's online production arm has closed an exclusive deal with popular viral-video site Break.com for Breakers, a program that features women going to elaborate lengths to break objects.
Breakers actually will seek marketers who want to volunteer to have their products smashed to smithereens in exchange for exposure to Break.com's coveted young-male audience.
"We have a male audience that likes two things: attractive women and demolition," Break.com CEO Keith Richman said. The site has ordered an unspecified number of short-form episodes.
The deal represents a strategic shift for Break.com, as NBCU is its first partnership with an established media company. Break.com is attempting to incorporate more professionally produced content into its site, which leans heavily on user-generated fare.
NBCU Digital has been busy producing broadband video programming for clients in and out of the company. Its credits include A Big Life With Sissy Biggers for MSN and Dotcomedy, the company's own online destination featuring original comedy.