Katalyst HQ : Ashton Kutcher shows the way

[Paramvir]

Ashton Kutcher's webseries "Katalyst HQ" is raking in the viewers by the tens of millions as well as marketers and their dollars by an equal amount. Worth a long hard look and a good case to study.

Ashton's Pet Turkey
[youtube]BP1uv3rCGE8[/youtube]

Max in NY
[youtube]Qc9iilE2juM[/youtube]

I've walked right into an episode of Katalyst HQ, a Web-based video serial that puts the staff of Kutcher's production company, Katalyst, through a loosely scripted, hopefully funny parody of its workday. The current 16-week "season" is sponsored by Hot Pockets, the savory pastry item whose creators want us to "eat freely," unencumbered by a knife and fork. (Truly. The brand manager told me that.) The program is a collaboration between Katalyst; Slide, a Web company founded by Max Levchin of PayPal fame; advertising titan Publicis Groupe; and Nestlé, which owns Hot Pockets. It has been a huge hit, with millions of reposts of the videos on Facebook, each one reaching an average of 65 friends.

from here