Holden sponsors AFL '2 Guys 1 Cup' podcast

From a press release to
Posted 15 August 2017, 5.08am edt

Comedians Wil Anderson and Charlie Clausen have driven an exclusive deal with Holden and podcast platform Whooshkaa to power their popular ‘2 Guys 1 Cup’ podcast all the way to the AFL finals.

The agreement capitalises on synergies between Anderson and Clausen’s growing audience and the car manufacturer’s target market, using Whooshkaa’s dynamic integration technology.

The ‘2 Guys 1 Cup’ podcast began in 2016, featuring the two footy tragics commiserating on the gut-wrenching finals campaigns of their respective teams (Anderson barracks for the Bulldogs, Clausen the Saints). The show took an unexpected turn when the Bulldogs took out the 2016 premiership.

With the 2017 AFL season revving up, the podcast has become essential listening for footy fans. Expert analysis takes a back seat to half-baked opinions, wild speculation and off-the-wall humour.

“When we started 2 Guys 1 Cup we were two jaded footy fans who didn’t believe in fairytales. But in the space of 18 months, we have seen the Bulldogs win a premiership from seventh on the ladder and now Holden are sponsoring our poorly researched football podcast. If the Saints go on to win a flag then our heads might just explode" said Anderson and Clausen.

Whooshkaa Commercial Director Nick Randall said the agreement allowed Holden to reach young, progressive podcast audiences at the place, time and device of the listener’s choosing.

“With Australian podcast listeners tuning in to an average of six shows a week, the number of brands exploring partnerships, advertising and content creation is rapidly escalating,” Mr Randall said. “Being voiced by Wil & Charlie and integrated within the podcast delivers Holden’s message in an authentic way to a desirable demographic.”

Nancy Del Monaco, Holden’s senior manager of media and brand partnerships said “2 Guys 1 Cup is a great demonstration of Holden’s focus on discovering new and unique partnership opportunities. We hope Wil and Charlie literally kick goals for us.”

Carat Connect are responsible for managing the Holden and Whooshkaa partnership, Natalie Kean, head of Carat Connect said “Podcasts are a medium that are gaining huge momentum in market and it is great to be able to take the Holden brand into this new and exciting territory.”

Whooshkaa’s ad injection model can dynamically stitch ads into the start, middle or end of podcast episodes, target multiple podcasts simultaneously or run several campaigns within a podcast. Advertisers receive accurate data and analytics including impression numbers, listener location and time spent listening.

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