Maker's Mark will sponsor a bourbon-infused talk show on Roku, representing the latest connected TV brand deal to go beyond the traditional 30-second spot.
"The Show Next Door" will see actor Randall Park sit down each week for conversation, games and, of course, a cocktail of the Beam Suntory-made 90 proof, with a rotating cast of celebrities that includes former NFL great Terrell Owens, “Arrested Development” star Tony Hale, singer Jason Mraz and more.
The first two 15-minute episodes of “The Show Next Door”—developed in part by Maker’s Mark’s media agency Starcom USA—are dropping today on the Roku Channel, with subsequent installments appearing on the ad-supported video-on-demand platform once a week after that for a total of six episodes.
“The Show Next Door” is the latest creation to emerge from the Roku Brand Studio, which the streaming giant launched in March as a way to facilitate the needs of marketers looking to shift beyond traditional TV spots, offering everything from sponsor-commissioned TV shows to branded content.
“It’s really emblematic of what we’re trying to do in the Brand Studio from a content perspective,” Brian Toombs, head of content at the Roku Brand Studio, says of the new series. “We’re trying to create entertainment with brands for the streaming environment, and Maker’s was really the perfect brand for this particular show.”
In this way, Roku is advocating for the coming together of content and advertising. “It’s been bifurcated; you have your shows, and you have your ads,” Toombs says. “What we are advocating for is more of that mix of entertainment first.”