The Beck’s website was rejuvenated to initially support the ATL activity and deliver engagement, interaction and understanding of Beck’s Art and the history of its sponsorship of contemporary art via Beck’s Futures. The site continued to build the brand’s contemporary art credibility and showcase its knowledge and ability to recognise artistic talent. Likewise, the property had to convert interest from the ATL activity into an active group of individuals seeking more stimulation from Beck’s.All this activity has the longer-term focus to support contemporary arts in the UK, looking at integrating broader CRM capabilities into the brand’s core online presence.