• February 19, 2009

Marketing agency Ideocracy has created and is producing a new online broadband video content channel called Vipwich, a branded celebrity-generated content platform that is being exclusively hosted within a dedicated promotional section of People.com.

Vipwich was conceived to create episodic branded content franchises that generate consumer devotion and engagement. Vipwich is expected to launch on People.com in the first quarter of the year with Mott's Applesauce as a sponsor.

Celebrities that have committed to the venture include actresses Cheryl Hines from HBO's "Curb Your Enthusiasm" and Judy Greer.

The "home-made" celebrity-generated content will consist of 4-5 clips 10-15 minutes in total length. The celebrities will be free to choose from Ideocracy-created scripts or suggest their own ideas.--Gavin O'Malley