Vevo, YouTube’s fast growing music video hub, has partnered with the Colgate-Palmolive Company to launch a series of Webisodes focused on up and coming music stars.
The new short form ‘featurettes,’ dubbed Charging Up the Music, each week features a different artist considered to be shaking up the music world. Already, Vevo has rolled out a handful of episodes of Charging Up featuring with singer-songwriter and guitarist Orianthi, rock/pop band Neon Trees and singer and multi-instrumentalist, Debi Nova. The Nova-clips have generated 800,000 views to date.
Advertising-wise, Colgate® MaxWhite toothpaste is the sponsor of each new Webisode; the company also has it’s own branded channel on Vevo: vevo.com/go/maxwhite. That channel features a variety of banners and sponsorship messaging, and Colgate also is mentioned during a short pre-roll ad prior to each featurettes.
In addition, Colgate is running multiple 18-second, custom branded promotional spots across Vevo.