Telemundo has lured Chevrolet to sponsor a weekly digital sports reality series, “La Cueva de la Fiera,” centered around soccer star Rafael “Rafa” Marquez and his club, Mexico’s Leon.
The network announced Monday that the weekly webisodes, which launched in February, will now feature a 360-degree promo campaign produced in partnership with the global car maker. The Chevy Silverado will feature throughout the ten-episode run of the series, which gives fans a behind the scene look at the club and Marquez, both on and off the field.
The on-air campaign features cross-promotional spots on other popular network properties, including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo,” and “Ritmo Deportivo.” In addition, announcers on broadcasts of “Futbol Estelar: Club Leon” will drive
“La Cueva de la Fiera” is the first series produced by Deportes Telemundo exclusively for digital, and also includes a dedicated digital hub featuring player profiles, twitter chats, and fan stories.
“We are excited to collaborate with Chevrolet to bring fans a front row seat to the action and excitement of Club Leon soccer,” said Mike Rosen, Executive Vice President of Advertising Sales & Integrated Marketing, Telemundo Media. “The Chevy Silverado is a fantastic partner for us to find new roads to bring innovative content and unprecedented access to the biggest soccer stars on Telemundo.”
Brief Take: Telemundo is capitalizing on ever-growing fan demand for behind-the-scenes and exclusive content from their favorite sports teams with this partnership with Chevrolet.
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