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The centerpiece of Discovery's exclusive partnership with Maker's Mark are four 30-second custom content vignettes that bring to life the brand's new advertising campaign, "It is what it isn't." The campaign is tied to four of Discovery Channel's series – “Swamp Brothers,” “Man vs. Wild,” “Auction Kings,” and “Gold Rush.”
“Both Maker's Mark and Discovery are known for innovation and for bringing experiences to life,” said Kelly Doss, Maker's Mark's vice president of global marketing, in a statement. “I am confident that the custom content will be well received both by our brand fans and by those less familiar with Maker's Mark. This is the first time in the history of Maker's Mark that the brand has advertised on television, and we could not have a more synergistic, collaborative and dynamic media partner than Discovery.”
Produced by the Discovery Channel, the vignettes will are tied to series premiere episodes. The partnership also features a comprehensive suite of digital elements on www.discovery.com, including a high-profile video "playlist" featuring the vignettes on Discovery's top fan-site homepages, and supported by posts on Discovery Channel's Facebook and Twitter accounts. Discovery will also distribute the vignettes with a custom pre-roll via its online syndication partners, including YouTube, MSN, Fancast and Yahoo.