Anheuser-Busch has announced a partnership with MingleNow.com, a relatively new social network for their “Here’s to Beer” campaign.
MingleNow.com appears to be particularly well-suited to Anheuser-Busch’s campaign. Unlike a network focusing on building online relationships, this social network is set up around real-life meetings in bars, clubs and other gathering places:
The places you like to go define you. MingleNow enables you to meet other people who are attracted to the same places. . . . Most importantly, MingleNow has a built in calendar to organize your weekend without having to wade through calls, emails and IMs.
Also, by utilizing a startup, Anheuser-Busch can take advantage of its newness and help to shape the network around their campaign and brand. As MediaPost puts it: