the increased demand for marketers to find new methods to reach consumers in an era where the traditional media is losing viewers to the social web. Companies create a social buzz online using digitalmedia marketing to generate branded community-based destinations. Webisodes are regularly used by marketers to form these destinations. In 2006, for example, hip-hop entrepreneur Sean Combs, aka P. Diddy, started his own YouTube channel called "DiddyTV," which he used to post webisodes and blog about his life on tour. Combs built hype around the web series by using his social media sites, such as Myspace, to direct users to the YouTube channel. Combs' webisodes were sponsored by Burger King, which used the web series to generate a brand community. In 2007, Mini Cooper initiated an online marketing campaign to promote their new line of vehicles. The campaign consisted of six webisodes that were each four minutes in duration. Each week a new webisode went up on sites like YouTube. The series was a spoof on the retro television show, Starsky & Hutch and was titled "Hammer & Coop." The series told the story of a 1970s based character named Hammer and his car named Coop, while highlighting the improvement of new Mini Cooper's interior. In 2011, Jeff Schroeder, known for his role in the reality series The Amazing Race, assisted AT&T with a digital marketing scheme based around webisodes. The campaign followed Schroeder around the world in 100 days using only his phone and netbook. Web-based comedy series Some of the most notable webisodes are original comedies generated for an audience online viewers. Original comedies have become the preferred genre for webisodes because they deliver a low budget format for experimentation and prompt results. These original web comedies are a means to monetize the audience. The model for the popular website Funny or Die, is based entirely on distributing a variety of original comedy web series. Comedians Will Ferrell and Adam McKay started this initiative with their series of webisodes about a vulgar two-year-old landlord. The series was streamed over 50 million times on Funny or Die and led the site to earning over $50 million annually. Funny or Die received serious attention from major television outlets, resulting in a partnership with HBO and the program Funny or Die Presents, which aired its first episode on HBO in February 2010 and featured recycled footage that had already run