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Excerpt: Cadbury's Trident Layers®, is standing by its association with the ceremony, acting as the presenting sponsor of a Streamy-themed web series, "The Webventures of Justin & Alden," premiering Tuesday on My Damn Channel, Facebook, YouTube and other key web and video-on-demand platforms. The series is produced by UNboxd Media's Wilson Cleveland, "The Guild" star Sandeep Parikh, and Illeana Douglas and Dominik Rausch of "Easy to Assemble," and is executed by Trident's media agency, Horizon Media.

The scripted web series follows struggling actors Justin Tyler and Alden Ford on a quest across Los Angeles to get their unproduced web script in the hands of the right star. Along the way they run into a series of name talent among the Streamy set, including Alex Albrecht ("Diggnation"), Felicia Day ("Dr. Horrible's Sing-Along Blog"), Ms. Douglas, Mark Gantt ("The Bannen Way"), Jessica Rose (aka Lonelygirl15), Taryn Southern ("Sorority Forever") and David Wain ("Wainy Days.") There's even a pair of cameos from Shannen Doherty ("Beverly Hills 90210") and Milo Ventimiglia ("Heroes.")

Still, the threshold for racking up earned video views and impressions on the web is getting higher, thanks in part to the series' producers Ms. Douglas and Mr. Rausch, whose "Easy to Assemble" racked up 9 million views in its second season, a third of which came from Ikea fan sites. Mr. Cleveland led the blogger outreach for "Assemble," and has adopted a similar strategy to market his own series "The Temp Life," sponsored by recruitment agency Spherion, by engaging online communities of actual temps and part-time workers.