Reading the press release and seeing the above pic makes me think that Snickers’ attempt to reach "teen influencers" with online episodes, or "digi-sodes", featuring the Black Eyed Peas as "Snickers factory workers by day and ‘defenders of old school hip hop’ by night" isn’t going to work so well.

Seeing the trailer changed my mind:

It’s much nicer in the full screen version at Instant Def.

According to the release:
The idea was created by advertising agency BBDO New York in collaboration with Form TV’s Jesse Dylan and will.i.am, who also created the theme song and mixed music for all of the "sodes."

The campaign looks interesting with print, theater, in-store and online advertising though it sounds like the emphasis will be online:
Snickers plans a limited flight of print media buys in support of Instant Def. In-theater advertising began Memorial Day weekend, showcasing the trailer in top 10 markets. The In-Store Sports Network, FootLocker, FootAction and Champs stores nationwide will showcase the trailer during the months of June and July.  Public relations efforts for the Instant Def campaign will have a heavy online concentration, using a grassroots approach to create buzz surrounding the webisodes, as well as online promotions with key websites.

Have other such trailers for online projects been run in movie theaters and in-store?  I’d better ask Chris.

The trailer is available at Instant Def and the series starts on June 5th.  I’ll be checking it out so I’m sure I’ll have more to say.