The Washington Post has a new kind of ad blocker today. The publisher is featuring a “Mike’s S(ad) Blocker” sponsored by Mike’s Hard Lemonade that will filter out all but good news for WaPo readers.
Clicking on ads for Mike’s Hard Lemonade will take readers to “The ‘happier’ Washington Post” where originally reported good news from WaPo is curated. The Washington Post homepage will remain its normal mixture of all types of content.
Mike’s worked with WaPo’s branded content team on the new page for the “happy content” which features tiles that, at first, advertise content written by the beverage company before flipping to the originally reported WaPo stories.
“We’ve created this magical world for Mike’s, which is a visually and emotionally bright place that’s unlocked with the twist of a cap,” said Tim Nolan, Executive Creative Director at Havas.
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