MISSION

To discover fresh young talent to produce short form, culturally relevant, comedy video and provide them with the tools and opportunity to advance in their careers.

THE IDEA

Provide the Sierra Mist brand an ongoing, unique and culturally relevant relationship with their audience by creating entertainment content that resonates because it is based on trends, interest and ideas that are an important part of people’s lives.

Ultimate goal would be to identify potential, future campaign platforms

PROGRAM ELEMENTS

1. • Industry Mentors
   

2. • 12 videos
   

•  Launch party at the 2009 Las Vegas Comedy Festival

1. • Digital distribution plan
   

2. • Facebook & MySpace fan pages
   

3. • Youtube & Break.com channel pages 

Process and content development chart.