Breyers, the ice cream maker, has gotten into the branded content game with a series of webisodes starring 30 Rock's Jane Krakowski. In each webisode, Krakowski is transported from her own living room into a classic movie like "Gone With The Wind", where she gets to crack wise about the costumes and learn whether the movie's hero is as "smooth and dreamy" as her Breyers ice cream is. The piece I saw was entertaining and well made--Breyers is obviously pouring big bucks into this project, and it shows. But will people bother visiting the company's website to watch these things? And will the people who do watch them buy more ice cream? Breyers is going to have to sell a lot of pints to make their money back on this one.