Carlton & United Breweries (CUB) has expanded its skillset from making beers to broadcasting with the launch of an online show for footy fans.
The Carlton Draught Home Game has already racked up more than one million views with popular AFL stars including Patrick Dangerfield, Tex Walker and Dyson Heppell drawing in viewers.
CUB’s in-house agency Cubhouse film the show entirely on Zoom and upload it directly from the “Carlton Draught iso bunker” on Facebook. Comedian Dave Thornton hosts the show which gives fans a taste of the private life of AFL stars and how they cope at home away from the sports.
Players go head-to-head with questions and challenges over four rounds with the winner receiving a Carlton Draught golden pint trophy and 10 kegs to donate to their local pub.
CUB’s head of content Jonathon Bernard said Home Game is like a combination of Jimmy Fallon meets ‘Whose Line Is It Anyway’, “with a sprinkle of Carpool Karaoke”.
“Everyone is suffering from cabin fever, and for players that’s translating to white line fever. They want to get back on the ground. We opened the doors to our favourite stars’ homes for some real behind the scenes play,” Bernard said.
Carlton Draught brand manager Stephen McWilliams said the show “hits the right note with both fans and players”.
“After suspension of play, we missed our weekly dose of competition. 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,” McWilliams said.
The latest episode of Home Game went live on the Facebook page last Friday.