Parmalat's Ice Break ice coffee has kicked off the first episode in its "Add a Motor to It" online campaign, a seven part branded-content series which profiles Australians who add motors to ordinary things.
Parmalat Australia senior product manager on Ice Break Janice Maree said: "Running traditional media on its own wasn't going to cut it with our audience anymore. We wanted to involve the audience in all things Ice Break and chose to do this via digital and social media channels."
The series launched earlier in the week with an attempt to claim the world record for the world's fastest sofa. Ice Break's leather two-seater couch with coffee table clocked 163km/hour.
See the dedicated YouTube channel and coverage on Nine's Today show.
