Castrol GTX launches Branded Entertainment online

Castrol GTX is partnering with Break Media to produce seven branded Web entertainment videos under the title ?Urban Car Legends.?

In the seven month campaign, episodes will explore urban car myths like the effects of a banana in a tailpipe and hot wiring?can it be done in 60 seconds or less?

The first episode, which premiered today, tackled regular oil changes?is it what?s needed to prevent engine sludge?

?We wanted to incorporate our brand into an original series that was funny, clever and relevant to a young male audience,? commented Toni Farinella, brand manager for BP Lubricants Castrol GTX. ?Break understands this audience and will show the importance of using Castrol GTX to help consumers understand that they?re not immune to sludge. Our goal is to educate, while entertaining their vast male following.?

Break Media?s Creative Labs division will write, direct, and produce all the episodes. Every episode sees the host work with automotive specialists to conduct tests and determine whether the myths are true or false.

The videos will be uploaded to Break.com, where they will be promoted via custom polls. Visitors who participate in the poll are driven to a Castrol GTX-branded channel, where they can view the episodes and learn the answer to the poll question.

?Advertisers are increasingly recognizing the value of branded entertainment,? said Jonathan Small, vice president and editorial director for Creative Labs. ?This series is the perfect fit for us because we can create content that achieves Castrol?s goals and entertains our audience. Who hasn?t wondered about these car myths??