Smithwicks, the Diageo-owned ale brand is to sponsor The GoLoud Original Podcast series ‘Stall It with Darren and Joe.’
as the show’s main sponsor. The three-month partnership includes co-branded stings, live mentions and social.
The deal was brokered by audioXi, which is part of Bauer Audio Ireland, and media agency PHD. The three month partnership includes co-branded stings, live mentions and social activation.
Launched in July of this year and presented by Darren Conway and Joe McGucken, the podcast went straight to the top of the Irish podcast charts and has seen its weekly audience grow significantly over that period. The show content ranges from interviews with public figures, to comedy sketches and Darren and Joe’s unique take on the minutiae of life.
According to Dave O’Brien, account director at audioXi: “We are delighted to be partnering with Ireland’s favourite ale and PHD for the ‘Stall It’ sponsorship. It’s an excellent fit for Smithwicks and demonstrates their progressive approach to media planning and the value add that digital audio now brings to campaigns. Based on the brief, we felt that ‘Stall It’ met the criteria given Darren & Joe’s profile and reach, along with the conversational and slightly whacky nature of the show’’
Hannah Todd, senior brand manager, Diageo adds: “Audio was a priority media channel for us in landing the new vernacular and creative platform of Smithwicks – Indescribably Delicious since 1710. The ‘Stall It’ sponsorship is a brilliant fit for Smithwicks whereby the ping pong chat of Darren and Joe is reflected in the back and forth of the many indescribably delicious ways to enjoy a Smithwicks”.
“We are delighted for Smithwicks to be the first title sponsor of ‘Stall It’. The digital audio space is becoming more and more important for brands and with Smithwicks’ new creative platform to promote, we knew that a podcast sponsorship would be the perfect way to help us land this. We jumped on the opportunity and are excited to see where the next 3 months takes us,” adds Graham Curtis, account director at PHD Media.