Millennial guys' property Thrillist Media Group is getting in on the branded content action, of course. Everybody else is creating content for marketers, why shouldn't Thrillist? Its content studio,
dubbed CoLab, is creating content for brands like GE that appear on Thrillist.com, according to a report in the
Wall Street Journal. The paper reports that CoLab is launching Supercall, an
actual digital publication--"one that was sparked by advertiser interest and will exist as an independent editorial property. The new site, which goes live Tuesday, focuses on spirits, covering
everything from how to make a proper Negroni to drinking culture in a newly West-connected Cuba. The liquor company Diageo, which manages a stable of brands ranging from Tanqueray gin to Smirnoff
vodka, has signed on as a charter sponsor of Supercall. As part of a three-year commitment, the CoLab team will produce content for the new site on behalf of Diageo brands. And Thrillist has committed
to supply third party research to help Diageo gauge the effectiveness of these ads."
Read the whole story at Wall Street Journal »