Heineken scores millions of views for its online reality series

09/2/2013 | Adweek

Heineken's unscripted online series "Dropped" has seen more than 2 million views on YouTube since the show launched in June. The adventure-reality show is part of a burgeoning trend of replacing traditional ads with unscripted branded Web series, a strategy that is both cheaper than producing a scripted series and allows brands to place members of their target demographic in the shows, marketing executives say.

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