Inside Netflix's big deal with AB InBev

"The term brand entertainment is tough to define. For many people, it's an oxymoron and these two words should never be in the same room as one another. For many others, though, it's simply when brands make stuff we actually want to pay attention to. It could be a short ad, or a feature-length film, or a live event. What it isn't is an annoying waste of time interrupting our attention from actual entertainment like TV, sports, music, and movies."

"But in September, an unprecedented deal was struck between one of the world's biggest advertisers and arguably the globe's biggest streaming platform. AB InBev-the parent to beer brands like Budweiser, Bud Light, Michelob Ultra, and Corona- signed a wide-ranging partnership deal with Netflix. This will not only get these major beer brands front and center in Netflix's push into live sports, but also get them early access to placement and integration into other Netflix programming like shows and movies."

"So, this episode I'm talking to Jae Goodman, cofounder and CEO of Superconnector Studios, who not only helped broker the Netflix-AB InBev deal, but has also helped giants like Nike and LVMH set up their own entertainment strategies. Here he breaks down this new deal, what it means, and how it may be setting the stage for the future of brands in Hollywood."

Brand entertainment is a contested term often viewed as an oxymoron, but it refers to brands creating content audiences choose to engage with, such as short ads, feature films, or live events. Brand entertainment should not interrupt other entertainment like TV, sports, music, and movies. Examples include WhatsApp producing a Netflix documentary about the Mercedes F1 team and Dick's Sporting Goods establishing an Emmy-winning internal entertainment studio. In September, AB InBev signed a partnership with Netflix to integrate beer brands into live sports and gain early placement in Netflix programming. The deal excites marketers and raises public skepticism about brand presence affecting creative quality. Mutual respect for goals is critical to integration.

Read at Fast Company