Fox Mobile Group partners with Post Foods on branded entertainment

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Fox Mobile Group (FMG), a division of News Corp’s Digital Media Group, has partnered with Post Foods  to develop an eight-episode, original comedy series dubbed “Honey and Joy” for Honey Bunches of Oats cereal to be available on mobile and online via Bitbop, FMG’s commercial free, on-demand mobile TV service (www.bitbop.com and m.bitbop.com).


The Honey Bunches of Oats brand will be organically integrated into the narrative of the comedy series in which two best friends, Honey and Joy, who have worked at the Honey Bunches of Oats factory for years, spend their downtime getting involved in their co-worker’s lives with the intention of brightening their day.  However, nothing is ever what it seems and ruckus ensues as Honey and Joy spend most of their time mending their good-intentioned actions.

The cross promotion will be featured on more than 10 million Honey Bunches of Oats cereal boxes beginning in April.  Consumers will be able to view the ‘Honey and Joy’ series online at Bitbop.com as well as on mobile via the Bitbop mobile app at m.bitbop.com.  The Bitbop mobile application is available for free download to millions of BlackBerry and Android-powered smartphone users in the U.S.  The series is free to view on Bitbop and consumers can also choose to subscribe for access to commercial free, premium content from top broadcast and cable networks.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.