Campusfood sponsors Dorm Life

Dorm Life, the college mockumentary featured in Futurescape's report 2008: The Birth of Online TV, has a new sponsor - Campusfood.com, which enables students to order takeaways.

We consider that there are three significant aspects to the deal as a model for sponsorship and online TV production.

The first is that the sponsor is not only appropriate for the viewers' demographic, but that it also adds value by providing a useful service that viewers can take advantage of immediately. Dorm Life fans can click through from the site to start ordering food via Campusfood.

The second is that the integration into the show has the potential to be highly effective.  The characters are exactly the right customers for Campusfood, so seeing them using it in the show won't jar.

The third is that the Dorm Life format comprises both episodes that are already completed and also web-cam style vignettes. The vignettes can be shot to include a sponsor that has signed up after the production of the main episodes has finished. This split-production method is highly flexible not only for storytelling, but also commercially.