NEW YORK Coors' Keystone Light is viewing a channel on Break.com to collect user-generated videos of "unsmooth" moments.
The push, which begins today and runs for three months, will establish a Keystone Unsmooth channel on Break. The site's editors will populate the channel with user-submitted clips that show awkward situations, such as a guy trying to show off on his motorbike, only to fall over. The channel supports Keystone's "Always smooth, even when you're not" campaign, crafted by Interpublic's DraftFCB.
In an unusual twist, Keystone Light will run banner ads acrosss the Web promoting the branded channel. AQuantive's Avenue A/Razorfish, which brokered the deal with Break, is Coors' lead digital agency. Spending was not revealed on the program, but sources estimated the budget over $100,000, the largest yet for the site.
"It's another sign advertisers are spending more of their dollars online and looking for outlets and value they can't find in traditional media, particularly in our demographic which is spending more time with digital media," said Keith Richman, CEO of Break. The site, which attracted 2.9 million visitors last month, per Nielsen//NetRatings, targets 18-25-year-old men.
Break hopes to run several more brand integrations on the site, while it is also exploring new in-stream video formats. To promote Borat, it ran a Flash overlay of the character speaking a few of his signature lines. The ad linked to a Break page with Borat clips, rather than the official movie site. Break has also run "bugs" at the end of videos, inviting users to view advertiser content.
Richman said Break would look to develop its ad model more in the second half of the year. "The value we're going to bring to the table [is that] we can combine in-video ads with off-video placements and sponsorships that drive value to the campaign and more brand awareness," he said.
YouTube, the leading video-sharing site, has set up brand channels for advertisers, but it has not yet aggregated content from the site on behalf of those brands.