Nine joins with Lion to launch The Beer Factor

Nine Entertainment Co. has announced it will partner with Lion and ZenithOptimedia to air a branded content series called The Beer Factor on the GO! channel.

The show will be funded by Lion and become a key part of its current Hahn campaign, 'Pioneering beering'.

The Beer Factor has been created by Powered, Nine Entertainment Co.'s cross platform creative unit with Newcast, ZennithOptimedia's specialist branded content division.

It follows a 2.5 minute short introduction film that promoted the Hahn Academy and aired in March and a call to action component which took place in May across TV, print and online.

Michael Branagh, director of Powered, said, "This has been a great project to be part of so far. Lion and their agency partners have developed a multi-dimensional brand platform, Pioneering Beering, and the Powered team have amplified this in an entertaining and engaging way across the media brands of Nine Entertainment Co. It is a good example of a brand creating a rich ecosystem of positive interconnected experiences for their audience to interact with however they please.”

Vicki Connerty, head of Newcast at ZenithOptimedia, said, "Partnerships like this are hard to get right and it takes a talented production team to fully understand and embrace the process. We are extremely lucky to have had this on The Beer Factor. It's been 11 months from paper to production and a true labour of love - occasionally nerve-jangling, mostly exhilarating but overall, a huge team effort!"

Comedian Tom Gleeson will host the five part series which will begin airing on Saturday, 1 September and get a rerun late night on Nine in the same month. The show will take place in front of a studio audience, with aspiring inventors revealing unique beer-related creations in front of them and an expert panel.

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