By Sahil Patel
Revision3 has partnered with Subaru to launch “Second Chance Subaru,” a web series that gives worthy Subaru owners car makeovers — think “Pimp My Ride,” but for people who own Subarus and deserve it.
The series is hosted by tech/DIY expert Patrick Norton, who also hosts “HD Nation” and “Tekzilla” on Revision3. In the series, Norton searches out owners of high-mileage Subarus and gives their vehicles custom modifications.
And again, these are people who have earned this bit of charity — from a man who transports large adaptive bicycles for children with physical disabilities to a woman who mentors youth on camping trips.
The branded web series was created by Discovery’s internal branded entertainment studio, Studio R+D, via a proposal from Subaru’s agency Carmichael Lynch. Discovery Digital Networks, which operates Revision3 along with TestTube, Animalist, and Phil DeFranco’s network, served as a production partner.
“Second Chance Subaru” lives on Revision3.com as well as the network’s YouTube channel. All three episodes have been released at once, to encourage those who enjoy bingeing on content. Discovery says it continues to experiment with release approaches for “limited-run programming,” and has previously seen success with a binge-friendly model.
The show is also one of the better examples of “native advertising,” in which a brand helps create content that works both on editorial and advertorial levels. With Discovery Digital Networks, the company says it looks to pair brands with its roster of online personalities on content that works for the brand while staying true to that creator’s voice and audience.