Foster’s has rolled out an app for Facebook’s Timeline to showcase its exclusive digital comedy content on Fosters Funny.
The Fosters Funny Facebook App, created by Lean Mean Fighting Machine, launched in the second week of February. It enables users to watch video content of episodes, clips, trailers and outtakes.
Videos are served via the Foster’s Funny Facebook app page and friends’ news feeds, which the user can then click on to watch themselves.
It will also serve the campaign’s back catalogue of more than 40 episodes of previous Foster’s Funny content, including ‘Vic and Bob’s Afternoon Delights’ and deleted scenes from ‘Alan Partridge’s Mid-Morning Matters’.
The app launches in time for the start of the second internet series of ‘The Fast Show’ and the announcement from the Heineken-owned brand that is has commissioned a new series of Mid Morning Matters with Alan Partridge.
The brewer has confirmed that Baby Cow productions have been commissioned to produce a second series of the Foster’s internet series, featuring Steve Coogan’s hapless broadcaster character.
‘Foster’s Funny’ reinforces the lager brand’s core positioning in the UK – one built around humour (particularly male-targeted humour. The programme is another stage in the beer brand’s close relationship with comedy, which has been gathering momentum for the past few years.
Foster’s is a major sponsor of comedy in the UK with a sponsorship portfolio that includes the Foster’s Edinburgh Comedy Awards, the British Comedy Awards and Original Comedy programming on Channel 4
This initiative focuses on bringing back cult 1990s comedy shows by backing new, original material and airing it online. Foster’s brand director Gayle Harrison said the series “resonated exceptionally well with our target audience”.
“The first series of Mid Morning Matters was a huge success, attracting over three million hits and universal acclaim,” she added.
Niall McKee, brand manager for Foster’s at Heineken in the UK, said: “Foster’s is currently developing some of the most premium, online exclusive comedy content, from the new Alan Partridge to ‘The Fast Show’, and the Facebook media app offers our consumers a new and exciting way to watch and share the content through one of their biggest online touch points.”
Comment:
If the objective of this media app is to further drive the organic reach of the beer brand’s classic 90s comedy revival initiative then it seems a sensible move. The demographic of the brand and the classic comedy it is reviving is perfect for both the technical knowhow and the smartphone/tablet users groups this app has been optimised for.
It should further cement Foster’s Funny platform among its core audience and capitalising on Facebook’s UK reach of 30 million users.
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