Branded entertainment in online media is an emerging trend. One of the latest companies to invest in such a project is Ikea, which recently backed the web series “Easy To Assemble.”
The script was written by Illeana Douglas, who also stars in it with Keanu Reeves and Justin Bateman.
The show has a huge branded tie-in with Ikea. It debuted last fall as a marketing experiment for the brand.
The series follows a fictionalized version of Douglas—an indie actress who escapes the glitz and glamour of Hollywood to work for Ikea. Then she meets similar hard-up-for-work actors in Ikea, like Jeff Goldblum, Kevin Pollak, and Ed Begley Jr.
The series was considered as a success with nearly one million viewers through various distribution channels on the internet. And, now, a second season is in the works.