バドワイザーのBud TV

広告主が自らコンテンツを作ることをbranded entertainmentというがバドワイザーの会社Anheuser-Buschがやろうとしているのもbranded entertainmentのひとつ。スーパー・ボウルの後にBud TVと呼ばれるエンターテイメントのネットワークで様々なコンテンツを流すが、その中にはyoutubeに似たbud tubeもある。ユーザーがバドワイザーの広告を元にしてパロディー版をつくって共有するものらしい。

Advertisers becoming content providers, a practice known as branded entertainment, is helping reshape how Madison Avenue peddles wares. It reflects an effort by marketers to regain some of the power they wielded from the 1930's through the 1950's, when they owned the radio and television shows they sponsored.[...]
A seventh channel on Bud TV, tentatively named Bud Tube, will be styled after the popular Web site YouTube (youtube.com), Mr. Schumacker said, giving consumers a chance to “generate their own Anheuser-Busch ads, comedic in nature,” which can be shared with other computer users.

http://www.nytimes.com/2006/09/06/business/media/06adco.html?ex=1315195200&en=8ab488a2c58d3656&ei=5088&partner=rssnyt&emc=rss