Blog Post

WebMD’s Founder Goes Hollywood

Jeff Arnold thinks the future is branded content on erasable DVDs and disks that are tucked on top of fountain-drink lids…he’s founded LidRock, a system that snaps a CD of a song or videogame on top of the plastic lid of a fountain-drink cup, and just completed an acquisition of Flexplay — which creates DVDs that erase 48 hours after being taken out of the package.

“I think [we’re] more like a Viacom than an IAC/InterActiveCorp,” he says. “We’re trying to create distribution, we’re procuring content, we’re working with advertisers.” Arnold hopes to eventually incorporate Flexplay disks into LidRock soda cups. Combining the two would be “ambush marketing,” he says.