Airdate: The Beer Factor

Comedian Tom Gleeson will host The Beer Factor a new branded-entertainment series to air on GO! for brewing giant Lion.

Set to support Hahn’s current campaign around ‘Pioneering Beering’ it will feature Australian inventors with beer related ideas before expert panel and a studio audience.

The series will also have a second run late nights on Nine in September.

The television series is a key element in Hahn’s current campaign that has been created and implemented by Powered, Nine Entertainment Co.’s cross-platform creative unit and ZenithOptimedia’s specialist branded content division, Newcast.

On the campaign, 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. Each experience and element of the campaign will be effective, but when pieced together the impact is multiplied significantly. And who knows, look out for the winning invention coming to a bottle shop near you soon.”

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!”

The Hahn campaign launched in March with a 2 ½ minute short film introducing Australia to the Hahn Academy. The short film ran across the Nine Network, and highlighted Hahn’s history as beer brewing innovators and engaged the viewing public to voice what they think Hahn could explore next.

This was followed by a call to action running throughout May, inviting inventors from across the country to be contestants on the upcoming show which included a 30 second television commercial running on Channel Nine and GO!, magazine advertorials in a range of ACP men’s titles, and online advertising across the Mi9 network. Over 300 entries were received from aspiring inventors across Australia.

The Beer Factor launches on GO! Saturday, September 01. Check local guides for more details.


  1. ‘a brand creating a rich ecosystem of positive interconnected experiences ‘ – crikey! Who’s been reading a dictionary whilst having their hand on it??

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