While looking up Brand New School, an ad production agency, I stumbled across a series of videos they made for a DBB, a Chicago advertising agency, for their client Here’s to Beer Inc……and boy are they funny. The theme is as follows: “If you could have a beer with anyone, who would it be? Many may propose a deceased relative or a celebrity, but how about a deceased historical celebrity? Imagine sitting down to a beer and conversing with a prominent dignitary or a pillaging marauder! Well, now you have the opportunity that no-one has had in hundreds of years.”
Although the videos officially reside as part of Here’s to Beer, the videos there are further compressed than the Quicktime versions in Brand New School’s portfolio…and just simply don’t do it any justice. Click on a picture below to see each figure’s video:
| . | |
 |
 |
 |
 |
 |
 |
I’m curious who Here’s to Beer Inc. is. Their site is chock full of celebration around the subject of beer. The other videos on their site are great too. I’d want to think that it’s some sort of consortium of some American brewers association?? No clue, but one thing for sure…they are meant to be virally spread. However, their “Send to a Friend” feature is limited to a Beer-O-Gram, not to the videos. Too bad, because that feature should be linked to an individual video each of us finds comical affinity with.
Nonetheless, Cheers! Prosit! Skol! Salute! Cin cin! Na zdorovje! Kampai!
UPDATE: After querying the domain holder with whois, we come to good ‘ole Annheuser-Busch.
I’m curious how AB is using the site on their end. HTB has no mention of the brewer anywhere. Is this a one-way connection AB is using in discrete/specific channels to educate consumers about the joy of beer? What’s the speculative logic my fellow marketers?
{ 3 comments… read them below or add one }
Mario,
I don’t get it. How can a viral video succeed as other than entertainment if we can’t identify the brand? It would make sense if the idea is to grow beer drinkers (no pun intended). But, is there any shortage. My local tavern doesn’t have any trouble filling stools.
That’s an important line of reasoning. What is the purpose of a video or website if we can’t identify a specific brand/portfolio or organization behind it?
In some cases for example advocacy, the message is far more important than the org; yet even here people have to make some sort of mental linkage to give the message credibility or resonance.
What is the return on investment for Annheuser-Busch?
I have no objection to a company playing around with its money and testing the waters. But let’s say hypothetically that HTB was a bit more conversational, community oriented, and received more traffic. It couldn’t turn the tides later because it would betray its audience, community and organizational vision.
At that point, the only thing HTB could do would become similar to imdb.com and become the Internet Beer Database.
Any other ideas or thoughts?
After some research, some final thoughts:
From Bob Lachky, evp-global industry development at AB:
Two articles highlight the greater context at best:
Brandweek – A-B Keeps Pouring ‘Here’s to Beer’ Effort’”
WSJ – ‘Here’s to Beer Celebrates Fathers Everywhere’
Nonetheless, I stand by my conviction on these videos: MAKE THEM VIRAL FRIENDLY! Quick suggestions:
1) Add the ‘share’ option for each video
2) Make bite-size chunks by sharing a few videos on YouTube and other networks, linking back to additional content on HTB.