“We worked with Miller Brewing’s Milwaukee’s Best Light to develop a brand presence for this fine, fine brew. We’re entering the second year of our relationship with them, and last year’s updates have been spectacularly successful. Most recently, we developed The Beer Cannon for the site, shooting a series of clips in which our anti-spokesman, Briggs, builds a cannon to shoot beer cans at various items. The videos were unleashed on YouTube, initially by fans, but subsequently in tandem with a media buy on YouTube by Mother New York. The results were astronomical—over 2 million views on YouTube in a two-week period, making the clips some of the most viewed on the site amongst millions. Sales results and affects are unknown yet, but given that this was all done on virtually no budget and made appearances on media vehicles like CNN, the publicity bang per buck has been second to none.”