AOL has announced a strategic partnership with Mindshare Entertainment to create content that merges entertainment and marketing into video and social branded experiences.
David Lang, president of Mindshare and Emmy Award-winning producer, will lead the content side of the deal. AOL brings distribution, audience data and social reach to the arrangement.
Their first project will target budget-conscious women and cover topics including fashion, beauty and DIY. They’re also developing a social engagement platform that initially will help “extraordinary Americans fulfill their wildest dreams” across the globe.
Not many other details are available, so it seems likely that AOL wanted to make this relationship known in time for the Digital Content NewFronts. Set for April 19 – May 2, the NewFronts were launched as a joint effort among Hulu, AOL, Microsoft Advertising, Digitas, Yahoo and Google/YouTube to give brands the opportunity to invest in content.
MindShare Entertainment was created in 2003 to develop and produce television programs in association with multiple corporate clients and sponsors. It is part of GroupM, a WPP division that also include MAXUS, MediaCom and Mediaedge:cia.
Related links:
MindShare – official site
AOL – blog post
Digital Content NewFronts – official site
Photo by Flickr user allaboutgeorge, used under Creative Commons license
