Ford Europe has pioneered what they call an interactive sitcom, "Where are the Joneses?" Produced by Steve Coogan's company, Babycow, it consists (so far--and it's near the end) of 95 videos lasting approximately 3 minutes each. They tell the story of a woman who finds out that her father was a sperm donor and she sets out to find her 27 siblings who are spread all over Europe. You will not be surprised to find that she drives a Ford, but the sponsorship is not at all intrusive.
Users are able to send in script ideas or scripts, and to apply to appear in the series. A press release referred to it as a "huge success" yet Youtube shows only about 700 views for the later episodes--presumably they are being watched on other sites in greater numbers, via links that don't affect the Youtube counter.
Anyway, I think they're very funny and an interesting new outlet that could easily be replicated with other sponsors. The first episode is here
