Last month, beer reporter James Arndorfer broke a story that Anheuser-Busch Cos. was readying a new brew called Budweiser American Ale. Trade publications and Anheuser’s hometown paper quickly chased the scoop. With his dispatch, Mr. Arndorfer beat the giant brewer’s own publicity machine to the punch.
Making the story more irritating for Anheuser-Busch: Mr. Arndorfer’s beer-news site is owned by Bud’s biggest rival.
“Brew” Blog - Beer Industry Market Analysis, News and Commentary
This is one of the most brilliant marketing 2.0 moves out there. Up there with Nike+, easily.
This story was originally reported by the WSJ and then I picked it up from Mike Masnick at Techdirt. There’s some really interesting points about journalism, disclosure, and the value in creating attention instead of interrupting it here.
A must-read.
