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Multi Channel Network today announced adidas and Corona as integrated sponsors of the third season of Channel V’s highly popular globe-trotting local production, B430. Adidas is a first-time sponsor of the program, and Corona has been a sponsor the program across all three seasons.
Back on Channel V from 31 March at 5:00pm, the eight-episode series goes around the world and across Australia showcasing some of the best working holiday destinations on the planet and uncovering new experiences young people should try before they turn 30.
MCN’s Strategic Integration Manager, Elizabeth Minogue said B430 is the only Australian television show dedicated to youth life experiences, and both sponsors are aiming their campaigns at the under 30’s demographic.
The adidas partnership includes inshow integration, content created using the talent from B430, an online activation with integration into episode photo galleries and the B430 microsite, weekly consumer promotion with on air competition spots as well as on-air TVCs and Billboards.
Corona’s has been integrated in to B430 through a social media activation to find Channel [V]’s ‘global animals’ that blog on each episode while it is filmed with the [V]J’s overseas. This has been run through Channel [V]’s Facebook page with on-air and online drivers and competition elements. This activation was created exclusively for Corona to drive consumer conversations. Corona’s integration continues into each episode of B430 with product placement and consumption in every episode, microsite integration, integrated tune-in promo spots, billboards and exclusive talent hosted Corona content.
“B430 has proven to be hugely popular among Channel [V] viewers as it resonates with their interests and aspirations,” said Elizabeth. “Channel [V] have a profound understanding of their audience and this has been enhanced in recent years by Channel V’s multi platform interactivity – in particular its new website.
“The focus of B430 is a natural fit for adidas and Corona who are seasoned youth marketers. Both brands have worked closely with MCN and Channel V to create an integrated campaign that really leverages the brand message across many different marketing levels,” she said.
Brett Elliot from Mediacom, Corona‟s media agency said: “Corona needed a program that properly reflected the brand’s personality and provided us with the right opportunities for integration. Corona has some very specific brand cues and fortunately a lot of these are shared with B430 – the spirit of adventure, having a good time with friends and the desire to escape! B430 was the perfect program for Corona to integrate with and has helped Corona grow its commitment with opinion leaders and position in the Australian market.”
Simon Millar, Australia Marketing Director, adidas, said: “Our partnership with B430 coincides with the launch of our latest global brand campaign. The “all adidas‟ campaign expresses the unique breadth and depth of the adidas brand. It reflects how our consumers and our brand are connected through their desire to put all our heart into the game, no matter the game. Our partnership with B430 is another vehicle for our brand to bring this campaign to life and connect with the youth consumer through relevant program integration and messaging.”
B430 hosts, Danny Clayton, Jane Gazzo, Billy Russell and Kyle Linahan trek to eight new destinations to bring a complete guide to the best jobs in the world. From a boat deckhand in Hawaii, DJ in Miami and a ski season in Canada, to a surfing instructor in France, diving instructor in Malaysia and volunteer in Thailand.