Variety.com, August 19th, 2010 – “American Idol” co-creator Simon Fuller has moved five wannabe stars into a house in the Hollywood Hills as part of his new online reality series, “If I Can Dream,” for Hulu. Now he just needs to draw in some voyeurs to follow their every move.
To do that, Fuller’s 19 Entertainment paired with entertainment website operator Buzzmedia to produce a campaign in the form of a six-webisode series that revolves around the contestants and Ford Motor Co.
As a promo tool for its own sites, the effort prominently features Jared, the name behind popular celebrity site JustJared.com, as the campaign’s host, with the blogger appearing in several installments that launch today and roll out over the next two months.
Buzzmedia had to juggle the goals of two companies as it hyped the goings-on of the “Dream” house: 19 Entertainment wants to drive traffic to its show and build a following with that viewership, while Ford, which has been a major sponsor of “Idol” over the years, wants to up the exposure of its new small Fiesta among younger consumers.