'Loser' guy fit for MSN series

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MSN and Reveille are joining forces again for an original shortform series online featuring "The Biggest Loser" trainer Bob Harper.

"5 Minute Office Workout" is set to launch today on MSN.com with five of 22 episodes in which Harper visits people at their workplace to provide fitness help.

Kraft is on board as a sponsor for "Workout," a showcase for such brands as Planters, Jell-O, Trail Mix Crunch and 100 Calorie Pack.

MSN and Reveille have collaborated on as many as 10 brand-integrated online originals.

"This is the latest in a long line of productions we've created together," said Erika Nardini, senior director of branded entertainment and experiences at MSN. "Reveille has been an engaging and inspiring partner."

Reveille managing director Mark Koops said the companies were encouraged to try a fitness-themed series after witnessing the success of "Loser" online.

"The health and lifestyle business is a booming one," he said. "This felt like a great natural extension of that."

The episodes are supplemented by 20 "Help Me Bob" video tips that run about 40 seconds each.
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