DrinkWise is the new naming rights partner of CrocMedia’s media insights podcast The Sounding Board.
 
DrinkWise will use The Sounding Board platform to connect with consumers about responsible consumption of alcohol and joins a growing stable of savvy marketers who recognise the opportunity of podcasts to provide a deeper level of engagement with audiences.
 
The relationship sees DrinkWise assume naming rights and content integration opportunities within the top ranked twice weekly podcast, hosted by Damian Barrett and Crocmedia CEO Craig Hutchison.
 
It comes just a week after DrinkWise also unveiled another innovative partnership with the AFL around the in-game score review.
 
Crocmedia chief executive Craig Hutchison said he had been keen to work with a social cause as the first brand partner of The Sounding Board.
 
“We’ve spent a year developing the product and waited to pick the right fit for the show, and are over the moon that DrinkWise has joined our The Sounding Board family,” Hutchison said.
 
“DrinkWise helps bring about a healthier and safer drinking culture in Australia by promoting moderation. We believe in the cause and narrative. It fits ours.
 
“And while my favorite The Sounding Board segment ‘Spin City’ seeks to put a new take on everything, there’s one clear fact that needs no spin and can’t be spun. When it comes to sport, and to media – you won’t miss a moment if you DrinkWise,” he added.
 
DrinkWise marketing director Simon Strahan said the podcast’s fanatical listenership held great appeal.
 
 “We like to continue to innovate and find new ways to engage with fans and listeners to change attitudes and behaviours,” Strahan said.
 
“The Sounding Board has established itself as a modern voice on not just media and AFL issues but pop culture.
 
“We see it as a great vehicle to remind listeners to drink responsibly and not miss life’s or sport’s big moments.”
 
Listen to the Podcast here.