Subaru and Mamamia partner on podcast series for family car trips

Subaru has partnered with Mamamia on a podcast series made for listening to on family car journeys – That’s Incredible.

The announcement:

Subaru X Mamamia podcast series turns family car time into an adventure

Australian families spend many hours together in the car every year, plenty of time to do fun stuff other than squabble or sing Frozen.

Subaru has collaborated with Mamamia to bring young Australian families an innovative new experience on the move.

‘That’s Incredible’ is a brand new factual storytelling podcast designed for the shared listening pleasure of parents and kids. Hosted by Andrew Daddo, co-host of Mamamia’s #1 family podcast ‘This Glorious Mess’, the series will inform and inspire in equal measure, with the twelve episodes covering amazing stories from scaling Mount Everest to growing up in a zoo to what it would be like living on the Moon.

At ten minutes per story, the daily taxi service will be transformed into an adventure.

Amanda Leaney, Subaru Australia General Manager Marketing, said: “At Subaru, we believe that every moment is a chance to do, and our core purpose is to bring Australians closer to reconnect and enjoy the magic of living in the moment.

“We wanted to address a core insight we uncovered that the daily family commute often results in parents attempting to engage with their children only to be met with a grunt from the back seat.

“We are proud to partner with Mamamia, Australia’s number one podcast provider, to develop an amazing co-listening podcast that helps families foster stronger connections through conversation and spread the #OneLittleMoment message beyond the products we sell.”

Holly Wainwright, Mamamia’s Head of Content, said: “The whole idea of ‘That’s Incredible’ is to create moments of genuine fun, connection and curiosity between kids and parents in a very ordinary, mundane part of our day. I have loved being a part of imagining this podcast with our talented podcast team and Subaru, and will love having this show live to share with my kids on our everyday car journeys even more!”

That’s Incredible is produced by Elise Cooper, and will drop weekly from Saturday 26th October at mamamia.com.au/podcasts or wherever you get your podcasts. It is being promoted in all Subaru dealerships across Australia, in Subaru’s web and social assets, and across Mamamia’s site, socials, eDMs and podcast network.

Mamamia is Australia’s leading owned and operated new audio network, with over 30 podcast shows including a raft of award-winners: its daily news show, The Quicky, won Mumbrella’s Best Podcast; No Filter, Mamamia Out Loud, Lady StartUp and Ask Me Anything have all picked up awards in Apple’s charts; and Hello Bump won Best Branded Podcast at the Australian Podcast Awards.

Mamamia’s network listeners have doubled year on year (September, Omny Studio), with over 40 million minutes of active listening each month.

Source: Mamamia media release


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