Cleveland, who also founded digital media and branded entertainment studio Unboxd, is one of the jury members for the talent section of the Adweek Watch Awards. If you want to get on his good side, you’ll probably want to emulate some of the actors he thinks are killing it online.
Cleveland wears many hats as a producer of numerous web series, including The Webventures of Justin & Aldenand The Temp Life, in which he also stars. Below, he discusses web video’s trouble with discoverability, his secret crush on Clicker.com and the difficulties that come with producing branded content.
UNboxdpromoted the show by doing marketing outreach to key Ikea fan sites, syndicating clips for fans to share with their friends or comment on Ikea message boards. Within two weeks, Ikea fans racked up 500,000 views alone for the show's second season.
It's been a good year for Ikea in Hollywood. The Swedish furniture chain played host to a key scene in this summer's indie hit "(500) Days of Summer," while its sponsored web series Easy to assemble became the most-watched branded web show to date.