By Sahil Patel
It’s a pretty safe argument to say that Subway is one of the foremost brands in online video. Most famously, the sandwich brand was behind “The 4 to 9ers,” a teen series produced by branded content studio Content & Co. that has aired for multiple seasons on Hulu.
Now Subway and Content & Co. are back with another series sponsorship, this time focusing on a six-sister a cappella group with more than 2.6 million fans on YouTube.
In partnership with teen-focused multi-channel network AwesomenessTV, Subway and Content & Co. are launching “Summer with Cimorelli,” a scripted comedy series that follows the group of sisters as they try to survive the summer with no parents and no cash.
Here’s the trailer:
Filmed at YouTube Space LA and on location throughout the LA area, the show will air on AwesomenessTV as well as Cimorelli’s YouTube channel, which is repped by the MCN.
Aside from the sisters, there is notable creative talent behind this project. All five episodes of the show were written by Douglas Lieblein, co-executive producer of the Disney smash “Hannah Montana,” and directed by Melanie Mayron, a director on the ABC Family hit “Pretty Little Liars.” Peter Isacksen of Content & Co. also executive produced.
The series kicks off with a live premier event at YouTube Space LA tonight, June 3. The event, which includes a screening of the first episode, will be live-streamed by AwesomenessTV starting at 10:30pm ET.
“As YouTube stars are becoming brands in their own right we are seeing more opportunity to develop premium programming around them with our brand partners,” said Stuart McLean, founder and CEO, Content & Co., in a statement. “The Cimorelli deal is unique in that it sets up all parties — Subway, AwesomenessTV, Cimorelli, and top Hollywood production talent — to push from the same side of the table, a drastically different approach to the traditional TV model, and one that benefits all partners involved.”
Since a music group is at the center of this show, two new singles are also planned, to be featured on the show and released for fans to buy.
Cimorelli is signed with Universal Music’s Island label, and was selected by Apple as an iTunes Artist of the Week in 2013. Their single “Made in America” generated more than 350,000 downloads and won the Teen Choice Award for Choice Web Star last year.
For its sponsorship, Subway’s brand and sandwiches will be integrated throughout the series. For instance, in one episode, the girls order Subway sandwiches for a party, while in another, one of the girls has a crush on a teen boy who works at a Subway restaurant.
“As entertainment options evolve, we believe brands need to take their appropriate place in the content itself,” said Tony Pace, global CMO at Subway. ”At Subway, we’ve had a lot of success reaching our varied target audiences through branded entertainment and are excited to be supporting Cimorelli through our latest endeavor ‘Summer with Cimorelli.’”