Hulu Teams With MillerCoors in Streaming Service’s Most Expansive Integration Ever

The brand will be featured in 10 episodes across four original series

The shows include new comedy series Ramy, horror anthology Into the Dark, anthology series The Act and Mindy Kaling’s upcoming Four Weddings and a Funeral reboot. Hulu
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MillerCoors’ products—lots of them—are coming to Hulu programming in what will be the streaming service’s most expansive integration ever.

The adult beverage company is the first advertiser to work with Hulu on multiple brand integrations, spanning at least 10 episodes of four original programs.

“As more and more consumers shift to OTT and streaming, those hard-to-reach consumers are shifting into those platforms,” said Nicole Sabatini, vp and head of integrated marketing at Hulu. “The content and originals [on these platforms] are stories that brands want to be a part of and connecting to consumers where they are.”

The two worked with Connect at Publicis Media to integrate the adult libations in at least 10 episodes among four Hulu shows: new comedy series Ramy, horror anthology Into the Dark, anthology series The Act and Mindy Kaling’s upcoming Four Weddings and a Funeral reboot.

“The storylines need to be organic to the story. That’s the way they’re going to resonate for viewers and then resonate for brands,” Sabatini said.

In an integration for Into the Dark, for example, a scene takes place in a bar, which allowed filmmakers to prominently feature Miller Lite:

Brand integrations perform better on Hulu when compared to traditional 30-second spots on the platform, according to the company, delivering an 89% increase in purchase intent among viewers and a 74% increase in brand awareness.

It’s not the first time Hulu has partnered on a brand integration. Previously, it worked with Range Rover to feature a custom car in The First—though this is the first one of this scale.

The streaming service is also experimenting with pause ads, which are in beta.

That new ad format, along with this MillerCoors partnership, should help Hulu surpass last year’s ad revenue tally of $1.5 billion, a 50% increase from 2017. The service currently has 25 million subscribers.

The Hulu integrations help the beverage provider reach a younger audience who might have just come of age, said Erin Vitellaro, senior director of media and partnerships, MillerCoors.

“A platform like Hulu allows us to build some frequency across those light TV viewers, or non-TV viewers that tend to be harder to find out in media,” Vitellaro said.

Trying to keep up with changing viewing habits, Vitellaro said MillerCoors invested between five and 10 times more this year in streaming services compared to last year. The beverage company reassessed its streaming media spend each year.

“We made a big aggressive push last year because it felt like we were under investing, only to increase it the next,” she said.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.