After some modest success of the first season, IKEA agreed to sponsor a second season, this time with an increased production budget and the addition of new cast members like Cheri Oteri, Tim Meadows and Ricki Lake. Then came news of a secret spin-off show about a fictional Swedish rock band named Sparhüsen, and the casting of film star Keanu Reeves. For the new season, Douglas teamed up with Wilson Cleveland at CJP Digital to help with marketing and distribution of the shows, whom she had met prepping for the OnFrontsNYC event in June.
Cleveland and the CJP team inked a distribution deal for both shows with online comedy network My Damn Channel, and embarked on an aggressive outreach campaign that would involve tapping into IKEA’s rabid and loyal fan base. Since launching on October 8, 2009, the two series have racked up over 1.9 million views, an impressive start for a scripted web series, with just four episodes of Easy to Assemble and two episodes of Sparhüsen released so far.
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