Cobra Beer is to launch a new a pub-based audio podcast series, being called the ‘Cobra Pubcast’.
As part of its consumer activity for the ‘Now you’re talking’ campaign, the Pubcast will be hosted by best-selling author and XFM radio DJ Danny Wallace and ‘Trigger Happy TV’ comedian Dom Joly.
It will include 10 15-minute episodes of pub banter and will be released fortnightly from June 6, available as a free download from iTunes and the Cobra website.
The Pubcast rather cleverly ties in with Cobra’s new ‘Now you’re talking’ positioning, which highlights the fact that Cobra is specially brewed to be less gassy and so doesn’t get in the way of conversation.
Throughout the series, the regular hosts will be joined by a number of celebrity guest presenters. Confirmed so far are ‘Office’ actor Mackenzie Crook and comedians Iain Lee and Robin Ince.
The Cobra Pubcast has been launched to support its other ATL and BTL plans, which include an £8.4m outdoor, press, cinema and TV advertising campaign, a nationwide sampling drive featuring a fleet of branded AC Cobra race replica cars.
The brand is also involved in a £2.1m 12-month sponsorship deal for all prime-time programming on Freeview channel ‘Dave’.
The Pubcast will be integrated with these other elements of the campaign with the URL appearing on print ads and details included on flyers as part of the sampling drive.
Marketing Director of Cobra Beer, Will Ghali, said, “The ‘Cobra Pubcast’ is an exciting way for us to engage with Cobra consumers online.
“Producing a podcast series allows us to communicate the message that Cobra is rapidly becoming more available in premium bars and pubs, while bringing them some great personalities and some genuinely original, amusing and irreverent content.”
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