• by Lydia Loizides , Op-Ed Contributor, March 7, 2008

1. That Matt Damon can do comedy.
2.      That Ben Affleck looks good in blue spandex.
3.      That Sarah is truly this generation's answer to Lucille Ball.
4.      That Jimmy looks pretty good in a tux -- but not a bandana.
5.      That Brad Pitt is always up for a good laugh.
6.      That I can never look at another bottle of Snapple again without chuckling.
7.      That television still commands a great hold on generating buzz online.
8.      That online lets you relive the moment over and over and over.
9.      That this stunt probably grew Jimmy's audience by at least a point or two, considering that the videos have been viewed over 20 gazillion  times on YouTube alone.
10.     That we may have witnessed the first piece of multiplatform evergreen content and not even realized.

But seriously folks, time has passed and this still has online legs.  And what I find interesting is that as I was watching it, this new light bulb in my head went off, causing me to utter the phrase "Doh!" This is what branded entertainment should be all about --creating something that, even on its own, still entertains. The idea of a music video entitled "I'm F***king Matt Damon" doesn't need Kimmel -- it just needs a start.  But what it has also brings to the fore that, as always, celebrity sells. No matter how hard we try and get around it -- unless there are "names" attached, it will live for a while but it won't have the staying power, at least in the mind of the consumer.

So my next question is, how big a bump did Snapple get out of this? Now that's branded entertainment.

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