Coors Light backs MTV’s The Stew

MTV Canada is mixing short-form content with Coors Light branding in a bid for online and mobile men.

MTV launched a half-hour show called The Stew on and mobile yesterday, giving the multiplatform branded content spotlight to Coors Light. The net is betting that the show’s hits-on-the-go style will translate into mobile audiences – especially male – and shareable content. The debut is being supported by three on-air co-branded spots produced by MTV Canada’s in-house creative department.

The Stew aims to highlight the best moments from a mix of male-targeted MTV programming – shows such as Jackass, Crank Yankers, Pimp My Ride, Wildboyz and Yo Momma – as well as other short-form content, including Magical Realm, Sway’s Hip Hop Dictionary, Fuggy Fuggy and Coors Light-sponsored events like Wakefest.