togglethis Signs Two New Partners

New York City-based togglethis entered partnership agreements with Spin New Media and Honkworm for new toggled programming. toggled shows, interactive email-based content, advertising campaigns and new forms of entertainment provided directly to consumers’ desktops.

togglethis, working in conjunction with Spin New Media, a division of Spin Communications, is creating a toggled show for Carlton United Breweries’ leading cold filtered beer in Australia, Carlton Cold. The show will consist of six episodes featuring “Coldie,” a pesky bar mate with whom subscribers can interact.

Spin Communications is an Australian-based marketing agency for lifestyle, fashion and youth brands. Carlton Cold’s toggled show is a key component of Spin’s larger marketing campaign to launch the beer’s new Web site, drive traffic to the site and extend Carlton’s brand online. The site will be launched in late February.

togglethis also partnered with Honkworm, an online advertising and creative agency in Seattle. Using toggled shows, Honkworm will distribute entertaining, original content to subscribers. Because of togglethis’ recent distribution deal with Lycos, consumers will be able to access the Honkworm shows through the portal, in addition to togglethis’ and Honkworm’s Web sites.

“Online and offline brands are looking for innovative ways to connect with consumers on the Internet,” said Paul Maya, CEO of togglethis. “With these deals, we have examples of how companies can implement one of the best aspects of the Web–its interactivity–by using toggled shows to reach their customers.” Financial arrangements were not disclosed.

Once consumers subscribe to serialized togglethis shows, they are emailed an episode every week, which they can view immediately on their desktop. Media companies can create toggled shows that extend their brands to the Web, create stronger relationships with consumers and generate revenues through advertising and sponsorship.