YouTube action sports channel Network A launched season four of web series “Every Third Thursday” (ETT) on, of course, Thursday. The series follows the team at Signal Snowboards as they push the limits of snowboard manufacturing. Past episodes of “ETT” had the Signal team develop a bulletproof “Call of Duty” snowboard as well as a solar powered, green energy snowboard.
With the launch of season four, “ETT” traveled to New Zealand’s Milford Sound to see if atmospheric pressure 100 feet under the sea could imitate the pressure created by a pneumatic press.
“ETT” and Network A as a whole present an interesting angle on branded content. As mentioned above, the “Call of Duty” snowboard was essentially one big sliding advertisement. However, Network A is doing something clever, burying all overt branding in extreme sports and extreme pressure tests. It’s hard to care about a “Call of Duty” advertisement when someone is shooting it with a gun.
“Every Third Thursday” airs monthly on Network A, which is produced by Bedrocket Media. You can watch “ETT” episode one, season four below.