Holden launches dedicated Foxtel Anytime channel to promote its new Holden Astra

September 9, 2015 10:34

Holden and MCN has created a dedicated bespoke branded content channel on Foxtel’s Anytime platform, aimed at promoting the new Holden Astra.

https://www.youtube.com/watch?v=0PYP-kmYDno

The channel, called ‘Edge of Your Seat Drama’, launched quietly back in August and came about following the success of Holden’s branded content video ‘Astra versus Drones’, which was produced in conjunction with Vice, The Creators Project, and media agency Carat.

Holden said the new channel, which is available to Foxtel subscribers as part of the pay-tv subscribers IPTV on demand offering, is part of a new branded content strategy for the major car brand.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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