''They Go On'' is a 1997

soap opera A soap opera, or ''soap'' for short, is a typically long-running radio or television Serial (radio and television), serial, frequently characterized by melodrama, ensemble casts, and sentimentality. The term "soap opera" originated from radio drama ...

web series A web series (also known as a web show) is a series of scripted or non-scripted online videos, generally in episodic form, released on the Internet, which first emerged in the late 1990s and became more prominent in the early 2000s. A single in ...

developed by Levi Strauss & Co. and

NBC The National Broadcasting Company (NBC) is an American English-language commercial broadcast television and radio network. The flagship property of the NBC Entertainment division of NBCUniversal, a division of Comcast, its headquarters are l ...

and

streamed Streaming media is multimedia that is delivered and consumed in a continuous manner from a source, with little or no intermediate storage in network elements. ''Streaming'' refers to the delivery method of content, rather than the content it ...

at NBC.com. The show, funded entirely by Levi Strauss, was based on characters from their

advertising campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and conc ...

of the same name. The show featured characters from the ads, such as D.J. Marcus and the Impala Man, with two lead characters introduced for the show, Chloe (played by

Laura Prepon Laura Helene Prepon (born March 7, 1980) is an American actress. She rose to fame with her role as Donna Pinciotti in the Fox sitcom ''That '70s Show'' (1998–2006). She is also known for portraying Alex Vause in the Netflix comedy-drama ser ...

) and Zack. Chloe and Zack interacted with the viewers during the "broadcast" via an

Internet forum An Internet forum, or message board, is an online discussion site where people can hold conversations in the form of posted messages. They differ from chat rooms in that messages are often longer than one line of text, and are at least tempora ...

that was part of the website. Tarsem from @radical.media directed the original ads. NBC Digital Productions then created a

new media New media describes communication technologies that enable or enhance interaction between users as well as interaction between users and content. In the middle of the 1990s, the phrase "new media" became widely used as part of a sales pitch for ...

drama which tied together the ads and added interactive features. It was touted as a new example of the blurring of the lines between advertisements and entertainment, an alternative to

product placement Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another work, such as a film or television program, with specific promotional intent. Much of th ...

infomercial An infomercial is a form of television commercial that resembles regular TV programming yet is intended to promote or sell a product, service or idea. It generally includes a toll-free telephone number or website. Most often used as a form of dire ...

s, or various forms of

undercover marketing Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 ...

External links and references

Levi Strauss decides its jeans could use a little soap
a September 1997 article from the ''

San Francisco Business Times American City Business Journals, Inc. (ACBJ) is an American newspaper publisher based in Charlotte, North Carolina. ACBJ publishes The Business Journals, which contains local business news for 44 markets in the United States, Hemmings Motor News ...

''
NBC continues TV/Internet convergence with Snap! alliance
from an August 1998 ''

SHOOT In botany, a plant shoot consists of any plant stem together with its appendages, leaves and lateral buds, flowering stems, and flower buds. The new growth from seed germination that grows upward is a shoot where leaves will develop. In the sp ...

'' article
Levi Strauss campaigns become pieces at an exhibition
from an October 1997 article in the ''

New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid ...

''
Jean's List
from an October 1997 ''

Entertainment Weekly ''Entertainment Weekly'' (sometimes abbreviated as ''EW'') is an American digital-only entertainment magazine based in New York City, published by Dotdash Meredith, that covers film, television, music, Broadway theatre, books, and popular ...

'' article
The Fall Girls
a September 1998 article from ''

Maxim Maxim or Maksim may refer to: Entertainment * ''Maxim'' (magazine), an international men's magazine ** ''Maxim'' (Australia), the Australian edition ** ''Maxim'' (India), the Indian edition *Maxim Radio, ''Maxim'' magazine's radio channel on Sir ...

'' identifying Prepon as Chloe {{US daytime soaps Internet soap operas Advertising American television commercials NBC original programming American television soap operas American drama web series Internet properties established in 1997 1990s television commercials