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Facebook challenges TV for brand dollars with smarter campaigns

17
Jun
2014

By Paul Sandle CANNES France (Reuters) – Lacking the millions of dollars it costs to broadcast a Super Bowl ad, Britain’s Newcastle Brown Ale gate-crashed the biggest advertising event in the United States by creating an archetypal big budget campaign that it never intended to run on television. The Heineken-owned brand’s beer commercials, which poked fun at the marketing tactics of rivals advertising in the American football championship game, ran on Facebook and Google’s YouTube instead. Brand director Quinn Kilbury said consumers had grown tired of big-budget advertising clichés, such as dramatic voice overs. One video shows Hollywood actress Anna Kendrick talking about how she had been dumped by Newcastle Brown Ale because they were too cheap to pay for the ad.

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