Note: These branded content concepts were developed while at Concrete Pictures, a Philadelphia-based entertainment marketing magazines, for the History Channel /Ice Road Truckers for their ad sales group’s client, Anheuser Busch.
Ice Road Truckers Anheuser-Busch
Branded Interstitial Programming
Top Line Concepts by Jeff Boortz
Thanks for inviting us to come up with concepts for Anheuser-Busch branded interstitials for Ice Road Truckers on The History Channel. We believe that in order for the branded programming to be successful we first need to clearly define the goals of the project for both Anheuser-Busch and The History Channel. Some of the goals we have discussed, others we have assumed. We offer a preliminary listing here for discussion purposes. The concepts that follow should be judged on their relative ability to achieve the set of goals that are ultimately approved.
Branded Interstitial Goals
Anheuser-Busch
In our brief discussion we assumed that Anheuser-Busch would want to promote its beer. But on investigating I discovered that they produce and distribute 65 brands of beer and spirits. Of course, it will be up to AB to tell us which brands they’d like us to focus on, but I chose the following based on their popularity and their affinity with the characters in the show, and the frigid environment of the Northwest Territories.
Budweiser has a long history of creating branded entertainment and entertaining advertising. It was the first brand to sponsor a network TV show (“The Ken Murray Variety Show” on CBS in 1951.) They created a host of memorable characters including the Budweiser Frogs, Frank and Louie, the Budweiser lizards, and the “Whassup!” guys. The brand also highlights the world- famous Budweiser Clydesdales in its advertising.
The History Channel
This particular advertiser pitch is focused on the hit series Ice Road Truckers, but it is assumed that this effort will align with the broader History Channel Ad Sales goals.
- To sell advertising on The History Channel
- Create a great environment for our advertisers’ messages that is:
- Unique
- Engaging
- Seamlessly integrated into programming
- Uncluttered
- Create successful long-term partnerships with advertisers by creating interstitial programming elements that support both The History Channel brand and the sponsors’.
- Programming that appeals to The History Channel Demo
- Expanding beyond just “history buffs”
- Skewing younger, to low forties from 52yrs old
- Programming that is rooted in our definition of “History”
- Expanding beyond military history/ WWII/ Hitler, to
Capturing people “Making History” - Expand the format and style of History storytelling
- Unique personalities
- Action/Adventure
- Technology Innovation
- BONUS: Programming that promotes our key/new series
- Ice Road Truckers
- Programming that appeals to The History Channel Demo
Branded Interstitial Programming “Givens”
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- Create 1 three-minute interstitial, or 3-4 one-minute interstitials, to precede an Anheuser- Busch spot in a break. There will be no other commercials or promos airing in that
- Target budget for production (including shoot if required) under 250k. If the number of interstitials produced exceeds the description above, it is assumed that the budget would increase
Anheuser-Busch and Ice Road Truckers Branded Interstitial- Concepts
Concept 1:
The Budweiser (or Busch) Visitor’s Guide to the Northwest Territories
This concept spoofs the form and content of guidebooks for exotic vacation destinations by profiling the Northwest Territories in the same fashion. The concept allows for a great number of interstitial segments in traditional guidebook categories that expand our appreciation of the show, its characters, and setting, without “stealing its thunder,” the nail-biting suspense experienced by drivers and viewers alike on the ice-road.
The guide would, of course, cover:
The Climate: Cold. Really cold. But just how long would it take you to freeze to death, and what can you expect on the way? How do the locals dress for success?
Winter Driving Tips: Stocking your vehicle for a winter emergency.
The Terrain: God-forsaken is the first descriptor that comes to mind. But with a little education you can come to appreciate the severe beauty of the perma-frost like Bridgette Nielsen in Rocky IV.
History: Who was the first person to think that it would be a good idea to settle down up yonder? Where does the name “Yellowknife” come from? And how in the world did someone discover that there were diamonds under the ice where no human being in his right mind would venture?
Culture: What do the locals do for fun? How does a tourist ensure that they get the real Northwest Territories flavor? If your going to live in a frozen wasteland, chances are you have a great sense of humor or you’re a little eccentric. Let’s visit the games and festivals that keep Yellowknife afloat. Like:
The Ugly Truck and Dog Contest
Each year the locals decorate their trucks inside and out with the trappings of the Northwest Territories. This tongue in cheek event stems from the tradition of treating your vehicle like an emergency survival kit. Wood for fires, two spare tires, lawn chairs, generators, and a host of animal parts is just the beginning.
The Outhouse Regatta
Each year the locals rig outhouses onto sleds and race them. How exactly do you steer those things? Don’t ask.
Caribou Carnival
Date: March 28-30, 2008 Season: Winter/Spring Type: Community festivals Description:Caribou Carnival, with its 50-year history, is the largest spring event in the Northwest Territories, featuring world-class dog racing, snowmobile races and activities for the entire family. Held on the ice of Frame Lake, the carnival features traditional Dene hand games, tests of bush skills like wood chopping and tea boiling, an ice sculpting contest, an Ugly Truck and Dog contest, “Cabane a Sucre” tent, fireworks and more! www.cariboucarnival.com
Snow King Winter Festival
Date: March 2-30, 2007 Season: Winter/Spring Type: Community festivals Description:The Snow King’s Winter Festival runs through the month, with special events each weekend. Favorites include the Frozen Dog Film Festival, the Block 1000 rock and roll bash, Snow King’s Royal Ball. www.snowking.ca
The Language: The locals of the Northwest Territory have that “Fargo-esque” accent and idioms that are ripe for translation. And, of course, there are the truckers. How do you converse on a CB radio like a pro? Learn important phrases, and appropriate responses.
Concept 2:
The Anheuser-Busch Watering Hole
Everyone knows that the best way to absorb the true flavor of a city, town, or outpost is to hang out at the local “watering hole.” It is where decades of “war stories” are shared, boasts are made, and local champions honored (all over a nice cold beer).
In this interstitial we set-up shop in a local Yellowknife pub (that features AB products, of course). And get to know the locals even before the Truckers arrive in town. When ICE ROAD TRUCKES come to town they are treated to a party by the local “welcome wagon” or sled in this case. They are regaled by the locals with tales of danger and heroism on the ice-road. They learn the local customs, and meet the heroes.
Perhaps there is even a “wall of fame” that memorializes those who lived (and died) on the ice road. Then, each week, after making their run, the ICE ROAD TRUCKERS stop by to blow off some steam with a game of darts or other local pub sport.
Concept 3:
Anheuser-Busch presents Miss Northwest Territories
Beer marketing has long been associated with hot ladies, but in this case it is their adaptation to life in the bitter cold climate of the Northwest Territories that earns them the admiration of local suitors. Anheuser-Busch could sponsor a “beauty” contest in search of the perfect woman.
Sure beauty would be part of it, but this contest has more in common with an extreme survivalist competition than a runway show. Talents include chopping a cord of wood, starting a fire in 20 degrees below zero, building an emergency shelter in the wilderness, fishing and preparing a meal with nothing more than a ball of fishing line and an ice auger. Oh, and looking good while you’re doing it.
There would still be the obligatory fashion show, (swimsuit competition anyone?) but I doubt the serious judges will let that distract them from what’s really important.
Each weekly segment could be a new part of the competition. The series would parallel the ICE ROAD TRUCKER series and result in the crowning of a new Miss Northwest Territories on the night of the season finale.
Concept 4:
BUSCH presents Getting The Job Done – Northwest Territories Style
This series of interstitials profiles the eccentric and hearty working people who chose to call the Northwest Territories their home. As one local said to our producer, “if you live up here you are either running to something or from something.” By expounding on the harsh living conditions, and how mere existence in this region is precarious, we hope to heighten the tension that is fundamental to the appeal of Ice Road Truckers. For example:
Meet TJ Franklin, Park Ranger in Yellowknife. He’s 36 years old, but looks at least 10 years older—harsh climates’ll do that to ya!! He’s a park ranger but sometimes he gets the call to play traffic cop. Seems that hungry elk often wander into town looking for easy food. They’re not bad unless someone unwittingly gets between a Sow and her cub— then all moose hell breaks out. It falls to TJ to clear a path and let ‘em run – anywhere they want!!
Meet a local chef or short-order cook that treats us to regional “delicacies.” And the waitress who serves the hungry diner crowds.
Meet the postman who has to deliver mail up to the mines whether there is a road or not. Meet the miners, who call the end of the road their home.
Meet the plumber who has to keep the pipes from freezing at 40 below zero.
Meet the highway technicians who measure the ice and developed the techniques for building a road out of it.
The bartender at the local pub, the doctor, mechanic, “soccer mom” etc.
Concept 5:
Bud Ice: IT’S ALL ABOUT THE ICE!
What could be more fascinating than ice? It cools our drinks in the hot summers, and serves as a roadbed in frozen wastelands. It is comforting and dangerous, scientific and emotional. This series of interstitials explores the wonders of ice:
The History of Ice: Before refrigeration, food in the lower 48 was kept cool during the blazing hot summers by the transport of ice from the frozen Northwest lakes by rail and truck- a huge industry. This approach allows us to talk about the unique process and history behind Bud Ice beer.
- Bud Ice’s ice-brewing process creates a rich and slightly sweet flavor with a smooth finish. Bud Ice Light combines this unique taste profile with fewer calories.
- Anheuser-Busch’s exclusive ice-brewing process takes the beer to a temperature below freezing, which leads to the formation of ice crystals in the finishing process that gives Bud Ice and Bud Ice Light their rich, smooth
- Bud Ice is America’s first draft beer to be ice
- Ice beer is rumored to have been developed by accident in Germany during Oktoberfest celebrations. A particularly cold year froze the celebrated bock beers, which are traditionally brewed for spring, and a new taste was noticed by the
The Physics of Ice: Why is ice so strong. Learn about the crystals that form when water gets too cold, and the impurities that make it stronger. How do the highway officials know how thick is thick enough. Visit their testing facilities.
Ice Sculptures: Explore the intersection of creativity and ice with local ice sculptors, who have been commissioned to build giant ice sculptures honoring the ICE ROAD TRUCKERS and Anheuser-Busch brand icons.
Possible ice sculptures:
- A full size 18 Wheeler Ice Road Truck
- A group of ICE Road Truckers
- A Giant Frosty Mug of Budweiser
- A Giant Budweiser Bottle (or Bud ICE)
- The Budweiser Clydesdales (With Beer Wagon)
- Anheuser-Busch Eagle
- The Mountains of Busch
- Beer Brewing Barrels
- A Dalmation (on a Beer Wagon or Firetruck)
- Dog Sled with Team
- Caribou Arctic Fox, Polar Bear
- Giant Diamonds (for the mines)
- Snow Plow/Tow Truck
- Native Dene Canadian in Traditional Attire
Concept 6:
Bud Ice: Permafrost Friends
The ice road winds its way through 300 miles of wilderness territory that some interesting animals call their home. Imagining how they view this entire phenomenon, from the building of road to the short, intense burst of traffic could be great fodder for creatures of the permafrost “peanut gallery.” These interstitials would be produced in the tradition of the Budweiser Frogs, and Lizards. I see a Caribou and an Artic Fox whiling the hours away under the Northwest lights commenting on the strange goings on near their frozen lake. They treat it like we humans do an annual migration of swallows, or Monarch butterflies.
The fox is the smart guy with all the facts at his claw tips, and also the straight man for the loveable, but not so bright Caribou, on whose back he escapes the cold. Just beyond the reach of the Ice Road Trucker’s lights they discuss local lore, the physics of ice, the strange human pursuit of rocks. Etc.
To produce these segments we would team up with Rhythm and Hues, the production company that brought us BABE.
ASSORTED BUMPER IDEAS:
This grab bag of ideas is designed specifically to bridge a break and might work alone or in conjunction with the concepts listed above.
Busch Asks: HOW COLD IS COLD?
This is a simple quiz about all things cold. From the simple: At what temperature does water freeze? Or why is the arctic circle a circle and not a square? To expert level: At what temperature does diesel fuel freeze? How do caribou survive the cold winter nights without the benefit of shelter or a blanket?
The answer to each question is revealed as we come back from break; along with a tip about ensuring your beer is served at the best temperature for ultimate flavor.
“It’s never too cold for a beer.”
Bud Ice presents: ICE ROAD TRIVIA
Each out bump lists a word or a simple question related to the show’s characters, the ice road, or the Northwest territories that the audience is invited to define or answer.
What is “permafrost”?
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- A popular 70’s hairstyle
- A drink made with Bacardi Rum
- A spongy layer of soil that never quite thaws
- The North Wind
How many night runs has TJ run this season?
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- 16
- 0
- 9
- 12
Which of these creatures are you not likely to see on the Ice Road?
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- An Artic Fox
- A Polar Bear
- A Caribou
- A State Police Officer
Why do houses in Yellowknife have doors on the second floor?
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- Superstition
- For escape during snow storms
- They’re cheaper than windows
Bud Ice Presents COOL THINGS TO DO IN WINTER
(Taken from the Northwest Frontier website- but adding a healthy dose of campiness in our version).
- Stroll by the Northwest Frontier Visitors Centre and count the camouflaged ‘white’ ptarmigan in the
- In Old Town, take pictures of the houseboats frozen into the lake.
- Climb to the Pilot’s monument to watch the Northwest
- Visit the Snow King’s Ice
- Keep warm indoors and learn how to make your own Dream
- Go for a winter picnic/hot dog roast on the Ingraham
- Build your own snow fort or
- Walk across Frame Lake in Yellowknife (Dec-Feb).
- Join in Caribou Carnival activities on the snow stage. (March)
- Rent a car or truck and drive to Dettah on the ice road (15-20 minutes).