Anheuser-Busch has sponsored a six-episode talk show on free mobile streaming video platform Ficto called ‘Not A Sports Show’ aimed at sports fans aged 21-plus and featuring host Lil Rel Howery interviewing current and former professional athletes over drinks.
The sponsorship is apparent from the get-go with the ‘Not A Sports Show’ season one social trailer, posted on 15 March, featuring plenty of the Budweiser brand from logos and product shots, to signature beer glasses and cans, while much of the show is set in a relaxed, Bud-branded bar.
‘Not A Sports Show’ has been created for those 21-plus year old sports lovers who are curious to know more about the personal lives of the athletes they love watching compete.
Host Howery (Get Out, Judas and the Black Messiah), and guests participate in fun activities (from lie detector tests, to tastings, movie recreations and an improv nickname game) and hold refreshing conversations (about a everything from greatest fears and triumphs, worst dates, personal beliefs, family life, and, of course, the game and their own athletic achievements).
The series premiere dropped on 25 March on https://ficto.tv/ with Episode 1 featuring NBA Hall Of Famer and former Boston Celtic Paul Pierce.
Other guests include Chiney Ogwumike ( Los Angeles Sparks WNBA player and the first Black female ESPN host), Joc Pederson (MLB All-Star and World Series champion), Kenny Smith (double NBA champion and Inside The NBA analyst), Melvin Ingram (a three-time NFL Pro Bowler), Sabrina Ionescu (2020 WNBA first overall draft pick and New York Liberty player), Shannon Sharpe (three-time Super Bowl winner and NFL Hall of Famer), plus Shaun White (Olympic champion snowboarder and skateboarder).
Ficto is a free mobile video streaming platform which typically offers brands show sponsorships, interactive placements, social amplification and other opportunities to reach viewers.
The idea was created by production company and creative agency Panay Films and the show was produced in a partnership with Stampede Entertainment and Anheuser-Busch which sees the show as ‘an opportunity to be culturally relevant without the interruption of ads’.
“One of the key pillars of our consumer-centric marketing strategy is to make our brand connections relevant to people, rather than focusing on visibility alone,” said Marcel Marcondes, CMO of Anheuser-Busch.
Comment:
This is a fine example of the new approach to native advertising and sees Anheuser-Busch beer and hard seltzer brands seamlessly integrated in the conversations without the usual interruptive ad breaks.
This kind of format offers Anheuser-Busch more creative control over how its brands are positioned and presented: with an emphasis on a relaxed, conversational setting. There is also the advantage of not having to compete with other brands for viewer attention as is usually the case with traditional talk show ad breaks.
It aims to reach young adults – Gen Z and Millennials – who typically consume more streaming video on mobile devices than older viewers.
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