togglethis Launches New Ad-Backed Show

New York City-based togglethis is launching its latest toggled show, “Hurt
Herman: The Freak Who Feels No Pain,” sponsored by New York-based Bigfoot and
Flooz.com, and the Sci Fi Channel.

The show, a six-part series that will launch in March, will be available on
the togglethis Web site and on the togglethis
channel on Lycos.

toggled shows, which are interactive e-mail-based content, deliver advertising
campaigns and new forms of entertainment directly to consumers’ desktops. They
combine the visual experience of watching TV with the interactivity of the
Web, the company said.

“toggled shows help advertisers communicate their messages to a
demographically targeted audience,” said Paul Maya, CEO of togglethis. “Also,
toggled shows allow marketers to be more creative with their ads in terms of
length and content.”

“Hurt Herman,” also called “The Freaks” series, is a virtual sideshow that
takes place on the viewer’s desktop. The main character of the show, Herman,
is a freak of nature who can withstand severe pain. Barker Bob, the ring
leader, encourages the viewer to interact with Herman, using various weapons
to inflict pain on him, while Herman demonstrates his tolerance by reciting
mundane trivia.

Directory site Bigfoot offers
consumers free lifetime e-
mail addresses and markets a suite of server-based products for e-mail users.
Flooz.com, co-founded by Robert Levitan, a
cofounder of iVillage.com, has developed an online gift giving application
allowing customers to send digital gift certificates redeemable online at
certain stores.