New age brands are increasingly using the digital medium to tell their stories to target consumers. Commonfloor.com, the real estate portal on the lookout for innovative marketing solutions, has tied up with The Viral Fever Media Labs to produce a â€˜web only fiction seriesâ€™ called Permanent Roommates. The web series, produced by the popular online entertainment network known for its spoofs has been trending on Youtube in Top Ten for more than a week, having garnered half a million views from the first episode itself.
This is a unique initiative byCommonFloor to create content that people would enjoy and hence drive engagement and conversations with their end consumers. Vinayak Warke, Vice President, Marketing, CommonFloor said, â€œOur partnership with TVF is in line with CommonFloorâ€™s constant quest for innovation. In our 360 degree endeavour to connect with our audience, this series is a revolutionary step in marketing within our industry.â€
Arunabh Kumar, Founder and Creative Experiment Officer of TVF said, â€œTVF has always pioneered new formats of Branded Content & Entertainment, and constantly pushed the envelope for Native Advertising. With a visionary Brand like CommonFloor, it gets easier to innovate. Permanent Roommates is a Case Study for Indian Marketers because itâ€™s the first time that a Brand has partnered to create a â€œWeb Only Fiction Seriesâ€ which entertains and also projects the essence of the Brand.â€
The first episode is a funny take on the idea of getting married, against the backdrop of a house hunt. While the viewer is entertained, the idea of finding the right dwelling is woven into the narrative. Commonfloor has come up with several innovations earlier, the most recent being the Commonfloor property festival in association with Flipkart.com.