NME, the multiplatform music brand, has secured the lager brand, Budweiser Brew No. 66 as sponsor of its video content across the summer and its new bespoke NME Video app.
Posted on: 09 August 2012 06:21
Bud ‘66’ will be the headline sponsor of www.nmevideo.com and NME’s main video channel www.nme.com/video, which together generate over 1.1million page impressions a month.
Across the festival period, NME’s in-house video team will create 66 pieces of bespoke video, featuring interviews with some of the hottest acts playing this summer.
NME and Bud ‘66’ will engage with their social media audiences in order to form the extra six seconds of the interview, asking Facebook and Twitter users to send in a question they would like to ask their biggest music idol, with the best questions being selected by NME.com editor Luke Lewis.
The campaign will also see the launch of a bespoke NME Video app powered by Bud ‘66’. The new app will be free to download and uses the Brightcove app cloud software. It will allow mobile users around the world to discover new music videos and access the entire NME video catalogue, including exclusive, high-quality interviews with their favourite bands, wherever they are.
As part of the three-month campaign, Bud ‘66’ will also receive support on NME.COM.
Brian Nugent, IPC Digital account manager, says: “We are very excited to be working with Bud 66 on this summer campaign. Aligning themselves with bespoke content curated by the experts from NME is a unique solution that will resonate with our shared audience. Getting real music fans engaged with the campaign via the opportunity to ask their music idols a question of their choice creates immediate excitement and buzz.”
Iain Newell, Bud ‘66’ European marketing director, adds: “Bud ‘66’ is a perfect summer drink, so what better content to associate with than NME’s festival interviews. We think our fans will love this initiative, and look forward to sharing this exciting content with them.”