PRNewser attended the launch party for DumbDumb last night, a production company from actors Will Arnett and Jason Bateman. The company is part of Electus, the IAC-supported company run by former NBC entertainment chief Ben Silverman.
The party was to celebrate the company’s first digital short, sponsored by Orbit Gum.
At the event, agency Sunshine & Sachs, which represents DumbDumb, Electus and IAC, was busy working their magic, along with IAC PR executives Stacy Simpson and Leslie Cafferty.
Agency partners Ken Sunshine and Shawn Sachs even showed up to mingle among the celeb-heavy crowd, which included Arnett’s wife and “Parks and Recreation” star Amy Poehler, actress Amanda Peet, actor Justin Long, “Inside the Actors Studio” host James Lipton, Actress Renee Zellweger, actress Kristin Bell, Comedian Chuck Nice and “30 Rock’s” Katrina Bowden.
Press clips featuring DumbDumb and Electus rotated throughout the night on IAC’s large video screens, highlighting recent PR efforts.
For yesterday’s launch, Arnett and Bateman gave a few pre-event interviews to media, including The New York Times‘ Brian Stelter. At the party, they stayed late, making the rounds with attendees and their sponsor.
“Will and I were happy when given the opportunity to partner with Orbit gum and we’re enjoying the challenge of taking the brand to the next level with this type of integrated branded content,” said Bateman in a release today.
Orbit’s ad agency, Energy BBDO (Chicago) “provided creative insight into the campaign development.”
Our colleague Alex Weprin was in attendance as well and has video of the digital short over at WebNewser.