Last year, Dentyne Gum sponsored a scripted online dating web series called The Single Life. Starring Taryn Southern (The Temp Life), Jeremy Searle, and "host" Leslie Miles (Final Destination 5, J Edgar), the show is a fictionalized how-to in online dating, complete with Blind Date-esque pop-ups. The show had 4 episodes last summer, and now comes news that HelloGiggles, a site launched by actress Zooey Deschanel, producer Sophia Rossi, and Internet phenom Molly McAleer for "cool girls who like to laugh," has picked up The Single Life for a second season.
The Single Life Web Series
The series is pretty funny. Here's episode 1 of the first season:
Web series for women are hot right now. Recently, Dating Rules From My Future Self debuted and it has a few hundred thousand views per episode. The phenomenon, "S*** Girls Say" turned into the most emulated comedy format so far on YouTube in 2012. And they still couldn't save a couple of soap operas? What is the world coming to?
Anyway, season 2 of The Single Life will see a return of Southern and Searle as their characters Lisa and Kip hit their 1-year anniversary, the cast will expand, and Deschanel will be a creative consultant. Deschanel has had success on TV recently on Fox's New Girl, for which she was nominated for a Golden Globe. The show is produced by Digital Broadcasting Group (DBG), which also handles the big online hit The Confession, along with creators Real Mom Productions and Stun Creative, who are behind Jen and Barb, Mom Life.
This is just the latest evolution in businesses utilizing original content. More and more moving forward you're going to see brands sponsoring and creating original content as a means of engaging their fans by offering entertainment content.