In its latest content marketing move, beer giant AB-InBev is teaming up popular indie music site Pitchfork to launch October, a new online publication that will focus on draft beers. The company will work with the Conde Nast-owned publisher to create beer-related content such as reviews small-batch brews, essays on topics like beer trading, a directory of beers and, eventually, a regular lineup of events and podcasts. Aiming to broaden awareness and interest in beer-brewing culture, the site won’t carry any AB-InBev branding and the Pitchfork team will have full editorial control.
What Brands Need To Do
This is an interesting development in branded content marketing. Previously, for example, when Diageo partnered with Thrillist Media Group’s CoLab to launch cocktail recipe site Supercall, the site has to devote a set percentage of its content to Diageo brands such as Tanqueray gin. As brands continue to leverage branded niche content to effectively reach their target audiences, they will need to expand their work with content creators to ensure the authenticity and credibility of the content they produce.
Beck’s, an Anheuser-Busch-owned beer brand, has come up with an interesting way to add value to its packaging. Working with BBDO Germany, the company is holding a Facebook contest to give fans a chance to win so-called “CapCams,” which turn its beer bottle cap into a clip-on camera lens that people can attach to their smartphones and start shooting 360-degree videos. When finished with filming, they can easily upload the videos to Facebook to share with friends.
What Brands Need To Do
With the proliferation of virtual reality and 360-degree content on mainstream digital platforms, such as Facebook and YouTube, consumers are getting familiarized with the emerging format and eager to create their own. Beck’s campaign taps into that curiosity and smartly integrates a gadget into its product packaging in a fun way. For brands that wish to keep abreast of the digital curve, now is the time to start thinking about integrating this type of immersive content into your media strategies, and a way to do it that truly excites and engages your audience.
Images courtesy of BBDO Germany’s promo video on YouTube
Read the original story: AdWeek
Partnering with Bud Light to promote its “Whatever, USA” campaign, Tinder unveiled its first-ever native video ad, which invites users to “swipe right” on Bud Light’s Tinder profile to enter for a chance to win a trip to the next Whatever, USA in an as yet unselected city. Last year, the beer brand held a festival event in Crested Butte, Colorado. Using Tinder for event activation this year, Bud Light looks to connect with the Millennial audience on mobile in new ways.
Head image taken from Tinder’s press video
It’s SXSW Interactive time again, and the Lab will be in Austin covering the latest developments. The buzz is already beginning, though, with major companies looking to make an impact at an event typically associated with startups:
- McDonald’s Hopes To Win Millennials Back
McDonald’s will be hosting a charging area, dubbed the “Fry-Fi Station”, as well as food truck, street performances, live music, and a lounge equipped with WiFi and TVs streaming coverage of the panels. The fast food company will also be hosting three pitch sessions to showcase the company’s commitment to digital innovation. However, McDonald’s has already attracted negative press by initially opting to not pay bands to perform.
- Twitter Plans to Boost Brand Presence
Twitter has kept a pretty low profile at SXSW for the past few years, with a small pop up-space showcasing ad content and networking with potential partners. Glen Brown, head of content and partnerships, would not reveal any specifics about what the messaging service has up its sleeve for this year, but he did reveal plans to increase brand presence and share a new native video strategy.
- New Transportation Options With LyftLine and “Magic Mode”
In addition to allowing multiple riders to share a car with LyftLine, the company is also unveiling a SXSW-dedicated promotion called “Magic Mode” that will allow attendees to request stylish rides including a 1963 Bentley, 1960’s era mini cooper, a Tesla Model S, and a Range Rover.
- PayPal Supports Start Ups
PayPal is launching a new contest this year that will let startups pitch to shark tank’s Daymond John. The winner will receive one-on-one consultations and $30,000.