Blue Moon Offers First Branded Web Series
MillerCoors’ Blue Moon Brewing Co. has launched its first branded Web series, hosted on the brand’s Facebook page.
Created by Digital Broadcasting Group (DBG), “The Local Scene” series was shot on location at three popular live entertainment/restaurant venues: the AOA Bar & Grill in Manhattan, The Rock Shop in Brooklyn, and Maxwell’s in Hoboken, N.J.
Some segments bring viewers behind the scenes with three indie bands – San Antonio’s Hacienda, Montreal’s Islands and Louisville, Ky.’s A Lion Named Roar – during the hours leading up to their performances.
In other segments, host Ryan McDonough talks with the venues’ chefs about signature recipes that pair well with Blue Moon.
The series, which will also be available on select sites within DBG’s digital distribution network, was designed to bring Blue Moon’s “Artfully Crafted” tagline and “sensory merchandising techniques” (e.g., the signature slice of orange served with glasses of Blue Moon) to life in the online video platform, noted Brad Johnson, brand manager of Tenth & Blake Beer Company, MillerCoors’ craft and import division.