Time Inc. Has Branded-Video ‘Lightbulb’ Go Off

Chalk up another hostage to stealth marketing: the debut of Entertainment Weakly.

Adweek reports that Time Inc. has launched EW Lightbulb, “an interview series featuring conversations with today’s leading creators about how they work and where they find inspiration.”

This month, Entertainment Weekly introduced Lightbulb, a new web series sponsored by Glade that features one-on-one interviews with actors and other creative types like Morgan Spurlock, Tavi Gevinson, Rashida Jones and Patton Oswalt. (Time Inc. first previewed the show during its inaugural New Fronts presentation this past spring.) While Lightbulb is officially an EW product, episodes will be pushed out across multiple Time Inc. brands, including People, InStyle and Essence, depending on the content. (For instance, InStyle will be promoting the episodes starring fashion-savvy Gevinson and Jones.)

Money graf . . .

Read the rest at Sneak Adtack.

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