ETA: I don’t like how this reporter was, but I thought I needed to post it cause Cambio is tomorrow and it talks about “Cambio Cares” which Demi Lovato first is on it starting tomorrow.
BY DAN NOSOWITZ
June 14, 2010
AOL’s been having a tough half-decade or so, but are looking to turn things around with a new content partnership with none other than the tween obsession of the moment, the Jonas brothers.
Cambio, a partnership between AOL and the Jonas Group (that is the actual name of the company; it’s run by the father of the Jonas Brothers and also represents other tween idols like Demi Lovato and Jordin Sparks), is a new video project that will be launching this Tuesday. The closest analogy I can come up with is a more heavily branded Funny Or Die. You can watch a video teaser for the series on Facebook.
The Jonas Group will be providing several different web shows, including an entertainment talk show, a late-night talk show, a “docudrama” starring one of the several dozen Jonas brothers (just an estimate), and other webisode series. To give an idea, the first series is called “Nick in London”, a miniseries about Nick Jonas gearing up to perform in a London production of Les Miserables.
There will also be copious ads– both sponsored videos and traditional banner ads. One example is “Cambio Cares”, a Bayer-sponsored series.
This new site isn’t likely to turn all of AOL around, but as far as this kind of commercial tie-in goes, they could do a lot worse than the Jonas crew. The Jonas Group has proven adept at marketing their product (also known as young singers/dancers/actors/whatever) to their screaming tween demographic in all sorts of ways, and the rabid fans will probably tune in to Cambio as well. What they’ll do in a year when the Jonas brothers aren’t cute anymore, well, that’s a thought for another time.