Reveille, MSN set Web series

Subway to sponsor 'Fit to Boom'

MSN and sister news site MSNBC.com have teamed with Reveille for "Fit to Boom," an original Web series that features a group of baby boomers who have recently embarked on health-driven major life changes.

"Fit" comes out of MSN's branded entertainment and experiences team and is being sponsored by Subway.

The show consists of short vignettes of real boomers like Phyllis Coletta, 52, who ditched a successful New Jersey law career to ride horses and work at a ski slope in Colorado. Reveille managing director Mark Koops said the idea behind "Fit" is to entertain and inspire viewers.

"You can use these videos to tell compelling stories and also provide people with tools to take action in their own lives," he said.

Alongside its video content, the Fit to Boom site will direct users to relevant local businesses and services that can help them with their life changes.

Advertising-wise, "Fit" episodes carry Subway-branded video spots and occasional product mentions, and sponsorship messaging appears throughout the show's site. Plus, in a series of side videos, "Fit" subjects like Coletta describe their favorite Subway sandwiches. The fast-food chain also is running a "Fit" contest that will award one winner $20,000 to put toward their own life change.

Subway and Reveille have partnered for branded entertainment initiatives on TV (the Reveille-produced NBC series "The Biggest Loser" and "American Gladiators"). But this is Subway's first branded entertainment Web series.

"With all the fragmentation in the market, you need to find different ways to get your message out there," said Tony Pace, senior vp and chief marketing officer of the Subway Franchisee Advertising Fund Trust.

"Fit" has an unusual target, the older-by-Web-video standards boomer generation. That should help the show stand out in a cluttered space, said Gian LaVecchia, senior vp and group media director of Publicis Modem, Subway's digital agency. "This was an opportunity to create really compelling content for an audience that is coming online faster than anybody but have had very little targeted to them," he said.
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