Developer Launches Web-Based Sitcom to

The idea of branded content on the Internet first materialized several years ago when BMW unleashed a series of mini films directed by well known directors. The campaign was incredibly popular and further cemented the brand's iconic appeal.

Cressey, a developer based in Vancouver, Canada, is trying to mirror this strategy and has partnered with a local filmmaker to launch a web-based sitcom similar to "Sex in the City" or "Friends" (Warning: Some of the content is adult in nature and may not be suitable for all audiences). The idea is to present a stylized vision of life in the new building and build a unique brand identity for the project. Ultimately, they hope this connection will spur new home sales.

It's a highly creative approach to marketing a condo development. How successful do you think they'll be?

For more on this project, read Sitcom Used to Sell Condos.

- Joel Burslem, Future of Real Estate Marketing

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