Carlton & United Breweries is expanding from brewing into broadcasting, launching a new show to help footy-starved fans get through the coronavirus lockout.
Carlton Draught’s Home Game has already notched up more than 1 million views online with big name guests including Patrick Dangerfield, Tex Walker and Dyson Heppell.
The show is produced by CUB’s in-house agency Cubhouse, filmed entirely on Zoom and beamed direct from the “Carlton Draught iso bunker” to Facebook.
It is hosted by comedian Dave Thornton and gives footy fans a glimpse into the private world of AFL stars to see firsthand how they are coping away from the game.
Players go head-to-head with a series of questions and challenges over four rounds on the show, which is uploaded every Friday. The winner takes home a Carlton Draught golden pint trophy plus 10 kegs to donate to their local pub for when they re-open.
Adelaide star Tex Walker said: “This was a great show to be on. Carlton Draught knows how to have some fun – going to be hard to beat!”
CUB’s Head of Content Jonathon Bernard said Carlton Draught’s Home Game is like Jimmy Fallon meets Whose Line Is It Anyway with a sprinkle of Carpool Karaoke:
“Everyone has been pushed outside their comfort zone during this crisis, and for us that’s meant turning our hand to making a footy show.
“People are suffering from cabin fever, and for players that’s translating to white line fever. We opened the doors to their homes for some real behind the scenes play. We’ve seen Taylor Walker debate why cat people are better than dog people with Patrick Dangerfield. Danger’s comeback was aimed squarely at Tex’s receding hairline. Low blow sure, but during iso life, anything goes!
“With production happening through Zoom, the most challenging part has been helping Jonathan Brown download a green screen background.”
This week’s episode features crowd favourite Jonathan Brown and four-time Premiership player Jarryd Roughhead.
Carlton Draught Brand Manager Stephen McWilliams said the show is the latest venture in CUB and the AFL’s decades-old partnership and is keeping fans engaged while play is on hold:
“After suspension of play, we missed our weekly dose of competition. Carlton Draught’s Home Game hits the right note with both fans and players, with the bonus of helping out some local pubs.”
“Our first episode drew in 550,000 views, which was a great result for our in-house production team Cubhouse who created and pulled together the show in a matter of days.”
Episode three of Carlton Draught’s Home Game will go live on the Carlton Draught Facebook page noon today www.facebook.com/CarltonDraught
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