Adidas and Corona join sponsorship line up for Channel [V]’s third season of ‘B430’

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 theonly Australian television show dedicated to youth life experiences,and both sponsors are aiming their campaigns at the under 30’sdemographic.

The adidas partnership includes inshow integration, content createdusing the talent from B430, an online activation with integration intoepisode photo galleries and the B430 microsite, weekly consumerpromotion with on air competition spots as well as on-air TVCs andBillboards.

Corona’s has been integrated in to B430 through a social mediaactivation to find Channel [V]’s ‘global animals’ that blog on eachepisode while it is filmed with the [V]J’s overseas. This has been runthrough Channel [V]’s Facebook page with on-air and online drivers andcompetition elements. This activation was created exclusively forCorona to drive consumer conversations. Corona’s integration continuesinto each episode of B430 with product placement and consumption inevery 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 itresonates with their interests and aspirations,” said Elizabeth. “Channel [V] have a profound understanding of their audience and thishas been enhanced in recent years by Channel V’s multi platforminteractivity – in particular its new website.

“The focus of B430 is a natural fit for adidas and Corona who areseasoned youth marketers.  Both brands have worked closely with MCN andChannel V to create an integrated campaign that really leverages thebrand message across many different marketing levels,” she said.

Brett Elliot from Mediacom, Corona?s media agency said: “Corona neededa program that properly reflected the brand’s personality and providedus with the right opportunities for integration. Corona has some veryspecific brand cues and fortunately a lot of these are shared with B430- the spirit of adventure, having a good time with friends and thedesire to escape! B430 was the perfect program for Corona to integratewith and has helped Corona grow its commitment with opinion leaders andposition in the Australian market.”

Simon Millar, Australia Marketing Director, adidas, said: “Ourpartnership with B430 coincides with the launch of our latest globalbrand campaign. The “all adidas? campaign expresses the unique breadthand depth of the adidas brand. It reflects how our consumers and ourbrand are connected through their desire to put all our heart into thegame, no matter the game. Our partnership with B430 is another vehiclefor our brand to bring this campaign to life and connect with the youthconsumer through relevant program integration and messaging.”

B430 hosts, Danny Clayton, Jane Gazzo, Billy Russell and Kyle Linahantrek to eight new destinations to bring a complete guide to the bestjobs in the world. From a boat deckhand in Hawaii, DJ in Miami and aski season in Canada, to a surfing instructor in France, divinginstructor in Malaysia and volunteer in Thailand.

B430: SEASON 3

World Premiere

Thursday 31 March at 5:00pm

Produced by & Exclusive to Channel [V]