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Blip.tv is teaming up with 7-Eleven on a branded web reality series dubbed “7-Eleven Road Trip Rally,” which will follow two teams as they race across the country to Indianapolis Motor Speedway while buying all their needs — including gas and food — at 7-Eleven convenience stores. The show will run from May 10 through May 28 and is being produced and distributed by Blip.
Viewers can catch the show on the website 711RoadTrip.com, but episodes will also be available on Blip.tv and through a number of its distribution partners, including iTunes, AOL Video (s AOL), Yahoo! (s YHOO), TiVo (s TIVO), Sony Bravia (s SNE), Verizon FiOS (s VZ) and Roku. In addition, 7-Eleven and its partners, including Dr. Pepper (s DPS), Planter’s (s KFT), Nabisco, Oscar Mayer and Nestlé Pure Life, will promote the show through their own websites. Blip.tv will promote the series with ads that run across four of its verticals — autos, sports, comedy and entertainment.
The deal came about as 7-Eleven was looking for a partner that could basically do it all. Evan Gotlib, vice president for advertising sales said in a phone interview that 7-Eleven wanted a “turnkey” solution, which included the media buy, content production and ad creative services. While primarily known as a distribution and advertising platform for web series, Blip also stepped up on production and creative services to make the series happen.
Blip contracted Happy Little Guillotine (HLG) Films to produce, film and edit all of the episodes airing on 7-Eleven Road Trip Rally. According to Gotlib, HLG Films has worked with Blip on other ad programs — including some work for Samsung and Chili’s — but this is the first deal of its size for the two partners.
In addition, Blip will produce all of the creative for the ad program. “One of my goals when I came here was to establish an industry-leading creative services team,” Gotlib said. According to him, about 90 percent of the ad creative that runs on Blip.tv that is not repurposed pre-roll or post-roll was built by that team on behalf of the advertiser.
The partnership with 7-Eleven could mark the beginning of more branded entertainment for Blip. “I would love to do one of these a quarter,” Gotlib said. “It takes a lot of time, of course, but it is a very effective way of driving large amounts of revenue to our show creators.”