Chivas waste their branded content budget

Chivas has launched a new branded channel on MSN called This is Life, its clunky with a jerky sound track and the content is out and out lame. This is the kind of content channel you get when the agency / vendor panders to the client whims too much - there is no consumer focus here - its all brand, low entertainment blah blah….sleeping.

Why do some still think that the best way to represent branded content is to build a thick, flash heavy web site and then pack it full of badly produced content, that no one really wants to watch?

We’ll tell you why - as a lot of people out there still know nothing about real content production, or best practice distribution and they still find it easier to charge the client a quarter of a million dollars for just the wrapper - and not the content. We say that the client is wasting their money here, as they will now have to spend hundreds of thousands of extra dollars to make this stuff fly - but then I bet MSN like that - a lot.

Check it out.