This Is The Life

July 9, 2007 By David Burn Leave a Comment

Chivas recently launched This Is the Life on MSN.com. The web “channel” shows affluent young Chivas enthusiasts cooking gourmet meals on 50-foot yachts, boutiquing, golfing and learning about hand-rolled cigars.

The site also features footage from concerts at Chivas-sponsored concerts, as well as video auditions from couples hoping to land a $200,000-a-year gig as global Chivas-brand ambassadors.
Unlike Bud.TV, which featured a hefty amount of unbranded content, every clip is heavily branded. Another key distinction is that the site contains no features that would make it easy for users to download clips onto YouTube and other non-age-verified video-sharing sites.
To restate that last bit in non-Ad Age speak, Chivas has posted thinly veiled commercials that can’t be shared via the internets unless one has a Microsoft-owned Spaces account. In other words, they seem to know little about what web surfers want.

Filed Under: Lifestyle Marketing

About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.