By Sahil Patel
MillerCoors has inked a series of branded content deals with the likes of AOL, Complex Media, Funny or Die, The Weather Channel, and Comedy Central — all focused on reaching legal-age millennials wherever they are imbibing content (yeah I went there) on the web.
In total, MillerCoors plans to increase its digital video spend by 50% in 2014, according to AdAge. Some of this spend will come in the form of custom-made video series and one-off videos.
For instance, with Complex Media, the Coors Light brand will present “Coors Light Untapped,” a series that introduces viewers to some of the “coldest” musicians in the industry, as seen through the eyes of a fellow artist. In addition, the Miller Fortune brand will work with Complex on “exclusive content with key influencers in music, entertainment, fashion, and art,” according to MillerCoors. This includes a video series in which various celebrities share the “bold moves” they made to get where they are today.
Then there’s Comedy Central, which will partner with the Redd’s brand on an original weekly web series with roots “in improv” and social media. Details are sort of vague, but the series, which will be hosted by a stand-up comedian, will feature scenes inspired by fan tweets. Meanwhile, Coors Light will team with Comedy Central to produce a series of digital shorts that highlights the “special bond “Crowd Goes Wild” anchor Michael Kosla shares with a customized Coors Light vending machine.
For Smith & Forge, a new hard cider launching this month, MillerCools and Woven Digital will produce custom videos for theChive.com. This partnership coincides with “Built Strong Week,” a special week of programming on the Discovery Channel, for which Woven will build a branded destination on theChive.com tied to the theme.
With AOL Advertising, MillerCoors will launch the BrewPub Newsroom, a “content series” shaped by what people are talking about on social media. The Newsroom team will create and curate content based on chatter on Twitter and AOL’s own audience data. Advertising from Blue Moon, Coors Light, Miller Lite, and Redd’s will be placed alongside this content.
The BrewPub Newsroom will also receive a segment on HuffPost Live called “HuffBros Live.” Sponsored by Miller Lite, this segment will feature conversations among millennial men on topics such as dating, sports, and style.
With Funny or Die, MillerCoors is launching an online stand-up comedy contest. While with Spotify, MillerCoors is producing a new music festival timed to the full moon (for Blue Moon). Behind-the-scenes content and curated playlists from the festival will be available via a custom destination.
Are you still there? Because that’s not all! A partnership with The Weather Channel will serve weather-triggered desktop and mobile ads for Leinenkugel’s Summer Shandy.
“The purchase decision is a never-ending cycle in beer,” said Andy England, CMO of MillerCoors, in a statement. “Our guy may be in the convenience-store during the day to buy a 12-pack for his house, then at the bar with his buddies that night. Every time he opens a cooler door or calls out to a bartender, he’s making a new decision. That means we must have a continuous conversation with our legal-drinking-age consumer. And we have to show that we understand what matters to him. It’s about customization, localization, and socialization, and that means our marketing plans are increasingly about digital.”
Initiative, MillerCoors’ agency of record, helped broker these deals.