OfficeMax Co-Develops Branded TV Show

  • August 17, 2006
It's like "Punk'd" for middle-school students. "Schooled," an ABC reality show co-developed by Disney and OfficeMax's agency DDB in Chicago, is the office supplier's foray into branded entertainment. Eighth graders in Eastchester, N.Y. are called back from summer break to take a test. The exam is a ruse, and the kids get treated to a performance by teen idol Jesse McCartney. OfficeMax also donated $80,000 in supplies to the school. The show will be presented commercial-free. Downloads of outtakes and additional Jesse McCartney clips will be available Friday at Google Video. The retailer will also give away free DVDs of the show with every purchase. "Schooled" is a new way for OfficeMax to reach students.

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