Fox Mobile Partners With Altoids For Online Series

    September 24, 2009

Fox Mobile Studios is launching "Brainstorm," an eight-episode comedy series for viewing on mobile and online.

The Brainstorm series revolves around Altoids mints and is Fox Mobile’s first entry into branded entertainment.

"We feel very fortunate to have partnered with Altoids, a brand that has an innovative history of challenging conventional thought and behavior, to achieve this milestone," said Michael Wallen, vice president and creative director for Fox Mobile Studios.

"In a world where consumers are accustomed to product placements and branded content we sought a new kind of integration that is mutually beneficial to marketers and media."

Fox Mobile teamed up with entertainment agency Omelet to produce Brainstorm, which offers a look inside the fast-paced world of advertising. The series was created as a stand-alone concept that incorporates Altoids.

The series will be available on Dailymotion and the Brainstorm website starting September 28. On October 7, it distribution will expand to MySpace, Yahoo Video, YouTube, Veoh,, Break, Imeem, Metacafe, Vimeo, AT&T, Sprint and Nokia.

"Today’s consumers are inundated with choice when it comes to content and because they lead active lifestyles, we have to proactively offer them quality content rather than waiting for them to discover us," said Paul Chibe, vice president and general manager, Wrigley U.S. Gum and Mints.

"The ‘Brainstorm’ series is an example of a well-known brand like Altoids finding the right creative partners, like Fox Mobile Studios, to bring consumers branded entertainment