Why A Soda Company Cares About IP

In my SXSWi roundup I linked to the “Curators and the Curated” panel, where Noah Brier mentions that Red Bull is now the largest producer of action sports content in the world (more than ESPN). He says they see themselves as a media company that happens to produce a caffeinated beverage.

This gave me pause at the time, and again this morning after seeing this on Kottke.org:

This should look familiar. To take one example, recall NBC Universal’s missteps when “Lazy Sunday” went viral on YouTube. Except in this case the foolishness behind takedown notices is even more hard to believe. Because:

1. This is 2012, and brands like Mountain Dew and Old Spice have shown time and again how to deploy video to aggregate ad impressions.

2. See above.

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