Nordstrom plans to begin a yearlong campaign next week that includes a broadband branded entertainment channel - Nordstrom Silverscreen - and features fashion information and music videos, reports AdWeek. Users can also view new fashions and click through to buy them at its website. Interactive features include the ability to dress a mannequin. Fallon, responsible for the earliest web branded entertainment effort - BMW Films - created the campaign. Silverscreen content will be updated monthly; to access it, users will have to download Maven Networks' video player.

Nordstrom will send links to download the channel (www.nordstromsilverscreen.com), to its email list of customers and will also promote Silverscreen through wild postings in New York and Los Angeles, web ads, and print ads in Entertainment Weekly and some newspapers.

Silverscreen is the latest effort to capitalize on broadband penetration, now nearly 50 percent of U.S. internet households. Pepsi and General Motors have created Maven-powered broadband entertainment channels; last week, Royal Crown began its own video channel; a Mountain Dew broadband video channel launched this summer.