Too many people think branded content is all about TV. Luckily some people are recognising the potential of other channels and the latest project from Specsavers (a UK optician) is really interesting.
They're working with Endemol (a key player in TV content, including Big Brother) on a 80 episode soap delivered to mobile phones, aimed at 16 - 24 age group
Customers pay £1.50 for each five episodes of the soap with the charges taken straight out of user's mobile phone bills.
Users can interact with the storylines and can get access to extra content such as behind-the-scene footage, deleted scenes and out-takes.
As part of the deal, Specsavers have their logo appearing at the start and finish of each episode, together with "subtle" references to Specsavers contact lenses in the storyline.
We're not sure about the business model but its an interesting development- which people will be watching closely.