Why did Newcastle Brown Ale began moving away from TV advertising last year?
“We just realized it was like pissing into the Grand Canyon,” said Ted Royer, chief creative officer for Droga5, New York, the brand’s creative shop. The brand’s budget “will never be big enough to compete with anybody on the national scale the way Bud Light and Coors and Miller [advertise].”
So Newcastle, beginning this year, has undertaken a digital-only strategy aimed at generating viral video hits timed around a few big occasions each year.
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