Coldwell Banker, BuzzFeed Pair Up for Sponsored Content Series

A couple of weeks ago, a BuzzFeed listicle that looked a whole lot like a paid placement for Target inspired a bunch of journalists on Twitter to ask for some clarity as to what is and isn’t sponsored content.

We’ll soon have another example of the strategy in action: today real estate brand Coldwell Banker announced a partnership with everyone’s favorite kitty-pic-factory-turned-real-news-source.

What will this partnership entail?

Its product will look a lot like the other content on BuzzFeed: a series of OMG listicles related to the act of finding and buying/selling a home.