Digging on Michelob's Beer Portfolio

'Diggnation' Hosts in Integration Deal

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Online television network Revision3 inked an advertising deal with Michelob Brewing for Revision3's signature Web series "Diggnation."

The six-week ad campaign is designed to promote the new Michelob Brewing Co. "beer portfolio."

The show's hosts, Kevin Rose and Alex Albrecht, both well-known beer lovers, usually drink a beer in each episode. During the campaign, which begins Sept. 19, they will sample a different Michelob beer in each episode.

The partnership underscores the importance of brand integration as an ad format in the online video economy.

"Diggnation" generates more than 200,000 views per episode.
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