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Brief Published: 20 May 2016

Barilla’s Well-Timed Web Series

Italian pasta brand Barilla has launched a short-form web series with YouTube star and My Drunk Kitchen creator Hannah Hart to fill the time it takes its customers to boil a pot of water.

The aptly named While the Water Boils features Hart interviewing prominent cultural figures – such as Bill Nye the Science Guy, celebrity stylist Hebru Brantley, and comedian Wanda Sykes – about their passions. Each episode ends with host and guest having an on-brand pasta dish, allowing Barilla to link to companion recipe videos.

Viewership of original digital video (ODV) has grown 40% since 2013, with 62% of consumers saying they prefer watching ODV over prime-time broadcast TV, because it allows them to consume content on their own schedule (IAB, 2016). Barilla's web series steps out to claim a small, but specific slice of that schedule as its own: the downtime experienced while preparing its product.

Providing content that is tailored to fill specific time slots throughout the day is a proactive way of owning brand-relevant moments ahead of the growing competition in ODV. When planning to cater to such moments, consider also how thin media approaches can help you connect to your mobile target audience.

We take a closer look at thin media's place in mobile marketing in Simplicity Strategies – part of our latest Macro Trend, The Business of Wellbeing. For industry voices on in-the-moment marketing, see our report on Hyper-Responsive Marketing from South by Southwest Interactive 2016, as well as our coverage of Advertising Week Europe 2016.