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Break.com, Keystone Partner on Video

By Staff Published on .

Production: Break.com was among the first wave of video-sharing sites and since then the company has moved to build advertising revenue. Break attracted 17 million viewers in June, up 40 percent over the year-ago period. The company is aiming to be profitable in the fourth quarter of the year. Part of that push has included developing relationships with brands such as Keystone beer, which has a channel on Break that features user-generated videos of guys doing "unsmooth" things, keying off the beer maker's advertising tagline.

Result: The Keystone channel launched in May and ran through the end of August, attracting more than 5 million visitors. The user comments on the channel praising the videos underscored the brand exposure to the young male audience the beer maker was trying to reach.
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