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September 2008 - Strategy Magazine
Upfront

Yahoo! gets wings

by Annette Bourdeau
page 11

Yahoo! Adrenaline is off to a flying start. The portal's newest online video channel, which launched last month, has recruited Toronto-based Red Bull Canada as a content partner. The energy drink brand has plenty of heart-racing video footage to share from its multitude of events, including a soapbox derby in Vancouver and street ball competitions across the country.

Yahoo! was on-site at the second annual Red Bull Flugtag (flying day). Yahoo! staff filmed the shenanigans (including people trying to "fly" over the Ottawa River in homemade contraptions), and cruised around in a branded Mini offering onlookers free Internet access.

Adrenaline features video footage of all things extreme, from "shark surfing" to wild unicycling. All content is produced professionally.

"Adrenaline is for the young at heart and the young of age," says Iain Wilson, director, business development, Yahoo! Canada, explaining that the channel's target is based more on psychographics than demographics.

Wilson says they're currently looking for more brands to partner with. Those with their own content are ideal, but there will also be sponsorship opportunities and eventually more traditional real estate like banners and pre-roll available. Yahoo! is still working out ad pricing for the channel.

Other partnership deals were still being finalized at press time.

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