MAKER’S MARK BOURBON and DISCOVERY COMMUNICATIONS
have initiated a new cross-platform advertising partnership. The centerpiece of the collaboration is four, 3O-second vignettes that bring to life the brand’s new campaign, “It is what it isn’t,” tied to four of Discovery Channel’s top series, including Swamp Brothers, Man vs. Wild, Auction Kings, and Gold Rush. The vignettes will run timed to series premieres. The partnership also features a comprehensive suite of digital elements on discovery.com, including a high-profile video “playlist” featuring the vignettes on Discovery’s top fan site homepages, and supported by posts on Discovery Channel’s Facebook and Twitter accounts. Discovery will also distribute the vignettes (including a pre-roll) via its online syndication partners including, YouTube, MSN, Fancast, and Yahoo.