In five two-minute-ish episodes, called "Science Stories," Congdon explains how DuPont's products can protect firefighters from heat and police from bullets, strengthen homes against hurricanes, and how Dupont technology "allowed durable color finishes to join in the automotive revolution."
DuPont has bought space on nine Weblogs including Boompa, Building Blog, and Science Blogs. Gary Spangler, e-business and product leader for DuPont Electronic and Communication technologies, told ClickZ,, "The videos were made for online audiences looking for different and interesting stories told through video. Congdon's notoriety, he added, made her "the clear choice for delivering these messages."
Now, I'm betting that 10 years from now, clips from these pieces will show up on "America's Funniest Home Movies," perhaps to embarrass Congdon after she has gone on to mainstream media success. The sponsored-video blogs will be a long forgotten tread on her ladder. But her dance with DuPont is strategic.
Another prominent Web blogger, Ze Frank, is also casting about for new opportunities. He, too, is using the popularity of his Web video show to break into other media. He and National Geographic pitched PBS on a documentary series.
Both Congdon and Frank have become 'brands.' Rather than trying to sell advertising on their Web video efforts, while no one (or everyone) was looking, they were selling themselves.