Bud '66' is already sponsoring www.nmevideo.com and NME’s main video channel www.nme.com/video, which together, according to NME publisher IPC Media, generate over 1.1 million page impressions a month.
There will now be a free bespoke NME Video app powered by Bud '66'.
It will allow mobile users around the world to discover new music videos and access the entire NME video catalogue, including exclusive, high-quality interviews with their favourite bands, wherever they are.
Across the festival period, NME’s in-house video team is creating 66 pieces of bespoke video, including interviews with some of the bands featured.
NME and Bud '66' will engage with their social media audiences in order to form an extra six seconds of the interview, asking Facebook and Twitter users to send in a question they would like to ask their biggest music idol, with the best questions being selected by NME.com editor Luke Lewis.
Brian Nugent, IPC digital account manager, said: "We are very excited to be working with Bud '66' on this summer campaign.
"Aligning themselves with bespoke content curated by the experts from NME is a unique solution that will resonate with our shared audience.
"Getting real music fans engaged with the campaign via the opportunity to ask their music idols a question of their choice creates immediate excitement and buzz."
Iain Newell, Bud 66 European marketing director, said: "Bud '66' is a perfect summer drink, so what better content to associate with than NME’s festival interviews. We think our fans will love this initiative, and look forward to sharing this exciting content with them."
As part of the three-month campaign, Bud '66' will also receive support on NME.com.
The news comes shortly after IPC announced that that it would be appointing Jenny Quintero to the newly created role of digital magazines manager across IPC Media.
The media owner also recently announced that it would have 30 of its magazine brands available internationally on Apple Newsstand by the end of August 2012.
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