Unilever is bringing back its animated online soap opera, this time with a new character.
The series, called “Sprays in the City,” features characters based on two Unilever brands, I Can’t Believe It’s Not Butter spray and new Wish-Bone Salad Spritzers dressing.
Some real-life celebrities make cameo appearances, too, including “Extra” host Mark McGrath, “Project Runway” judge Tim Gunn, and romance icon Fabio, the longtime spokesperson for I Can’t Believe It’s Not Butter.
Unilever will run five weekly episodes though July 18. Each episode ends with a cliffhanger. Viewers are invited to vote on the outcome, then return the following week to see which ending won the vote.
All viewers who vote are automatically entered in a sweepstakes to win a $10,000 shopping spree in New York. The site will also award five $100 gift cards each day to viewers.
Webisodes starring Spraychel first appeared in 2005 for I Can’t Believe It’s Not Butter (Promo Xtra, July 27, 2005).
That series, called “Sprays of Her Life,” pitted Spraychel against “Buttricia” as the two, women competed for attention of various animated vegetables.
The Web site built for that first series, TasteYouLove.com, now houses other marketing offers from I Can’t Believe It’s Not Butter, including a personalized phone call from Fabio. Consumers fill out a few questions about their job, hobbies and home, then enter their phone number to get a personalized phone call from Fabio.
Story Worldwide (formally Byte Interactive) produces the series.
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