The second series in a three-part campaign features Matt Wright and is a collaboration between the beer company, MCN, MediaCom and Foxtel.
Multi Channel Network (MCN), National Geographic and Mediacom Beyond Advertising (MBA) has launched the second series of Great Northern Brewing and National Geographic’s bespoke content series, True North, with Matt Wright.
The True North series is a three-part national content-led campaign to raise awareness of GNBC as “the perfect beer for any outdoor occasion”.
MCN said that last year’s first series delivered a sales increase of 211% year-on-year. Great Northern Brewing has partnered with National Geographic for the second series, which will run across Foxtel and online from November 2017 to January 2018.
Each story contains a reference to the preceding film to link the series with a natural story arc, with content further tailored specifically for Facebook, Instagram and YouTube.
The content series features on National Geographic’s digital hub, which includes supporting native articles produced in conjunction with National Geographic’s editor.
The articles explore complementary themes like cooking outdoors and rummaging for the flavours of the bush.
“It’s always a pleasure to work hand in hand with a brave client and world class partners to launch a successful brand platform,” MediaCom Beyond Advertising Global ECD Gemma Hunter says.
“Last year’s results speak for themselves, so it was a no brainer to develop series two in this highly successful franchise.”
Fox Network group director of advertising and partnerships Julia Scales adds: “Season one of True North jointly created with GNBC and MediaCom hit the mark with audiences across our multiple platforms, which is why we’re so excited to share new stories of Outback Wrangler’s Matt Wright and his mates escaping the everyday in Far North Queensland.”
GNBC brand manager Michelle Gazzola says: “We’re excited to extend True North into a second series; the partnership between Great Northern Brewing Co, Matt Wright and National Geographic is such a perfect fit. We know our consumers will love watching this content as much as we enjoyed creating it with MBA.”
MCN content and brand partnerships director Tania Jones says the partnership demonstrates “the power of innovative ideas and how when coupled with MCN’s expansive network, we can reach and impact consumers in a meaningful way”.
Series one of True North delivered more than four million content views across screens and more than 10.5 million impressions.
National Geographic’s channels reached 278,000 people, with their direct online hub reaching over 118,000 and more than 20,000 video views. RealEyes Facial recognition research showed viewers scored an emotional response of nine out of 10 and the content performed better than up to 96% of over 3,000 ads tested in the research.