Last year Sprint Mobile in the States teamed up with Suave (shampoos and conditions) to create a webisode series for moms - In The Motherhood. The show is back this year with Jenny McCarthy (remember her back in the day on Singled Out on MTV; can’t believe she is a Mom now) joining last year’s main character played by Leah Remini and someone named Chelsea Handler as three moms who are friends.

The show asks moms across the country to submit real-life stories that are then turned into short comedy segments (after people vote for their favourite stories on the website). You can watch the segments on the website or have them sent directly to your mobile phone. A great formula to get people involved – send us those crazy mom/kid stories and we’ll make them even funnier for the whole world to see.

Last year the companies did a major ad buy with The Ellen DeGeneres show which helped drive some extra buzz on the front end (although they also did lots of PR activity which I’d of course say was money well spent versus a big ad buy). I'd think that Jenny McCarthy this year is a big enough name that they could have just pitched her for an on-air interview segment.  The official news release announcing the show – coming back for its second year on Valentine’s Day – said last year 3,000 people submitted story ideas and more than 5 million video views happened. WOW MAMA!

Another remind for all brands to figure out how to get into the video game – get those consumers engaged with your brand in a fun and exciting way. Challenge your agency or internal teams to pitch you on some branded entertainment fun – there are enough case studies out there on how to do it that its time to give it a try everyone.