Why your favorite brand is trying to make the next "Friends"

"This summer, a new series on TikTok caught my eye. "Roomies" appeared to be a group of sketch comics turning out a once-weekly, highly-produced (by TikTok standards) mockumentary-style sitcom about a young woman named Ellie who moves from the Midwest to New York and encounters all the horrors the city has to offer: long lines for restaurants that have gone viral, bad roommates, and broken air conditioning."

"In the first dozen or so two-minute-long episodes, there's not one mention of Bilt. The show focuses on the issues central to Bilt's existence - housing affordability and scarcity in New York - and the "Roomies" account has garnered nearly 90,000 followers and its videos have racked up some 8 million views without pushing a single Bilt product placement. Perhaps the most shocking thing about this barely-branded content: It's actually funny and relatable."

""Roomies" isn't the first brand to take a shot at the stealth sitcom. Jewelry brand Alexis Bittar began uploading short videos of its own mockumentary series "The Bittarverse" on social media platforms two years ago, in which "Pose" actress and stylist Patricia Black pokes fun at the fashion industry while sporting items from Bittar's collection. (The series has won a Webby award.)"

A TikTok series called "Roomies" presents a mockumentary-style sitcom about a Midwest woman, Ellie, navigating New York housing woes. The series is created in-house by rent loyalty rewards company Bilt yet includes no explicit mentions or product placements in early episodes. Episodes highlight housing affordability and scarcity, and the account amassed nearly 90,000 followers and about 8 million views. The show's tone is comedic and relatable despite minimal branding. Other brands have produced similar stealth sitcoms, including Alexis Bittar's "The Bittarverse" and InStyle's short-form series "The Intern." This approach continues the evolution of sponsored content from early radio and TV sponsorship models.

Read at Business Insider