MEN7, a multiplatform lifestyle and entertainment network, has partnered with Red Bull to create a branded entertainment Web series, DNA of Sport. The 15 Webisodes demonstrate how action sports push boundaries, documenting athletes as they perform daring feats which to the average person seem almost impossible.

By using a soft-sell approach the series does not simply advertise Red Bull or overtly push the brand. “Instead, interactive contextual overlays give viewers the chance to explore the world of actions sports and—hopefully—forge deeper bonds with Red Bull.”

"From our perspective, it's been such a difficult process to try and get a television series developed and onto traditional channels and this finally allows us to work closer with the advertisers and create things with them in mind," said Darren Chuckry, COO at MEN7.

MEN7 and Red Bull are hoping that the series will eventual get picked up by traditional television. Red Bull’s soft-sell approach will surely create unconscious brand awareness with its viewers.