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A well-known British actor gets his dream assignment, the chance to make a program about the perfect pint of beer.

Nice work if you can get it, but there's even more upside because the show is all about creating beer that actually makes it into production.

Apparently, leading grocery chain Sainsbury's is interested in carrying the new brand.

The integration here is fantastic, no bolt-on or add on association, but a deep education in the form of programing that becomes a three hour ad for a new brand.

Although, it will be tough for this fledgling brand to compete against the established players, the rich level of content and the emotional journey that the programming will take viewers on, will be so much deeper than any ad campaign from one of the leading brewers.

The challenge will be building and maintaining the momentum after the initial wave of coverage and PR.

However, it does show an opportunity for a new way to think about branded content.

What if Bud was to develop a new brew with a programming idea like this, rather than simply attach its name as a show sponsor or have featured product placement?

Obviously Anthony Bourdain, is the one guy who could do this in the US- let's see what he does next after the success of No Reservations.



Posted by Ed Cotton As another manifestation of brands moving into the content game, Innocent drinks, Britain's favorite smoothie maker, has just made a series of short films about fruit.

1. Polish Strawberries



2. Damsons



3. Blackberries



While these might not be the biggest YouTube hits of the Autumn season, they are a fun, affordable way of communicating the company's passion for fruit.

I expect more companies will embrace the idea of creating their own video content in documentary form to tell real stories.

Obviously, these films must be creative and compelling, but at the same time they need to come across as genuine and authentic.


Posted by Ed Cotton YouTube is a billion channel universe, but explore it by brand and you quickly notice that this ecosystem has different component parts.

Influx went through a hypothetical exercise; we tried imagining a “channel” for Sony’s PS3.

Exploring some of the 44k videos on the site and trying to organize them into themes, it breaks down into something like this:

1.    Instructional Information

Set-up videos have become alternative instructional manuals. Here’s how to set up and use your PSP with your PS3.



View count: 20k

Here’s a video on how to use the console’s web browser.



View count: 122k

2.    Hacking the System

How to run more on your PS3.



View count: 118k


3.    Brand destruction as entertainment and edutainment

Some people destroy the unit just for the hell of it.



View count: 3.5 million, this film with the most views of any PS3 film

Others, open it up, so you can learn what’s inside



4.    Community Conversation

Here’s a group of YouTubers debating why and why not PS3 is better than other consoles.

5.    Brand meets culture-news

Dozens of video showing launch chaos from around the world.



6.    Game and feature trailers

Here’s one for Sony’s new Second Life type environment for PS3 users.



7.    Advertising

Somewhere in all this, lies the advertising.



Obviously, all this might not be ideal content for an officially sanctioned PS3 channel from Sony, but there are clearly more areas they can play in.

-    Creating video-based instruction manuals

-    Highlighting new features

-    Game trailers and previews

-    Videos that explain the technology behind the system

In essence, brands could be doing more with YouTube by producing and distributing content, other than just advertising; material that could have broader reach and usage in this new ecosystem.