Honda will sponsor an original, web-only reality show - "Cube Fabulous" - to promote the Honda Fit, MediaPost writes. The show, consisting of five-minute episodes, revolves around renovating office workers' cubicles; the first episode will go live May 15, followed by new ones every two weeks. Honda's sponsorship consists of 15-second pre-roll ads and product placements within the show; the Honda ads are also airing on national broadcast and cable networks. The agency RPA created the ads and arranged for the sponsorship.

Honda senior manager for advertising Tom Peyton said Honda is testing the effectiveness of online marketing: "Like the rest of the world, we're trying to gauge how far online video viewing has come, and we thought this was just a great opportunity to do that."

Broadband Enterprises will syndicate the webisodes to affiliates such as ifilm.com, nationallampoon.com and Lycos.com; it will also create a standalone site for the clips. Other marketers also will be able to purchase 15- or 30-second pre-roll ads for "Cube Fabulous."