BiE auctions branded content opportunities

Brand in Entertainment (BiE), a Los Angeles-based packager of branded content projects, will be auctioning off brand integration opportunities to the highest bidders.

As of press time, the auction has received a mixed reception from media agencies. 
The event will be held at Christies in New York on Jan. 20 and BiE has an extensive book of more than 400 integration opportunities in TV shows, movies, video games, and webisodes.

One of the top offerings is a product integration with Unamerican, a new comedy that stars Jessica Biel and John Leguizamo. On the TV platform, there is a product integration opportunity with the new series, America?s Next Pro Skater. And on the internet, the YouTube Web series, My Profile Story, is also available for brand integration opportunities.

BiE was formed in 1996 and is among the top companies in the industry. The company has worked with renowned brands, like Procter & Gamble, Kimberly-Clark, and Panasonic. BiE is expecting around 70 participants. Aside from the live auction, there will be an electronic auction and a phone auction.

Source: AdWeek