One of the nation’s biggest spirits distributors intends to use the Kentucky Derby to advertise one of its popular bourbons without running much traditional advertising at all.
Rather than bombard viewers of NBC’s five-hour Saturday telecast of the famous horse race with traditional commercials, Brown-Forman intends to help the network fill time with in-show vignettes centered around its Woodford Reserve bourbon.
“Commercials are fine. When they are done right, they can get your message across,” says Mark Bacon, senior vice president and global brand director for Woodford Reserve. “When you have the ability to tell a story, I think you can get a deeper connection with folks.”
Column Commercial Break A continuing series about branded entertainment Read More
Many sports executives may look at Brown-Forman’s promotional work this weekend as part of the next chapter in mixing commercials with game-day content. With the National Football League continuing...
Rather than bombard viewers of NBC’s five-hour Saturday telecast of the famous horse race with traditional commercials, Brown-Forman intends to help the network fill time with in-show vignettes centered around its Woodford Reserve bourbon.
“Commercials are fine. When they are done right, they can get your message across,” says Mark Bacon, senior vice president and global brand director for Woodford Reserve. “When you have the ability to tell a story, I think you can get a deeper connection with folks.”
Column Commercial Break A continuing series about branded entertainment Read More
Many sports executives may look at Brown-Forman’s promotional work this weekend as part of the next chapter in mixing commercials with game-day content. With the National Football League continuing...
- 5/4/2018
- by Brian Steinberg
- Variety Film + TV
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