Tay Zonday

From TheOpenBrandWiki

Excerpt from http://www.tvweek.com/news/2008/01/web_talent_tests_ads.php TV Week]

Tay Zonday, the YouTube star who rocketed to viral fame when his “Chocolate Rain” video, logged more than 13 million views last year. He found a way to make money with his encore when he partnered with Cadbury Schweppes Americas Beverages to create the “Cherry Chocolate Rain” video, a sexy, hip-hop music video that features the new Cherry Chocolate Diet Dr. Pepper drink. In the song he sings that he was paid a “hefty fee” for the sponsorship. The video has generated more than 2.5 million views on YouTube.

Product placement in viral video lets advertisers reach younger demos. “The ‘Cherry Chocolate Rain’ viral video was just one part of the biggest media plan ever for Diet Dr. Pepper, which began Jan. 1 and features TV, print, online, radio and outdoor advertising,” said Jaxie Alt, director of marketing for Dr. Pepper, Cadbury Schweppes Americas Beverages. “Viral videos are another way to really engage and interact with our consumers, making our brands part of pop culture and keeping them top of mind.”

Mr. Zonday also is part of the YouTube partner program, along with Lonelygirl15, Smosh and Rhett and Link. “The YouTube partner program is the program we set up so that user partners can generate revenue from their content,” said a YouTube representative.