What: Telemundo Media and Chevrolet have teamed up to create “La Cueva de la Fiera,” the first-ever reality digital exclusive series produced by Deportes Telemundo.
Why it matters:The series is supported by a 360-degree campaign that includes integration of the Chevy Silverado,promotional segments on Telemundo programs, a digital hub, social engagement program and more.
Telemundo Media and Chevrolet have teamed up to create a new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera. Supported by a 360° degree promotional campaign and produced long with Chevrolet, the weekly webisodes, which launched in February, offer fans a glimpse inside Mexican professional soccer’s Club Leon.
“La Cueva de la Fiera” is the first-ever reality digital exclusive series produced by Deportes Telemundo . Through it, viewers will be familiar with the challenges faced by the Mexican soccer champion, including access to training camp, the stadium, the secrets of the locker room and moving stories of the fans. Fans will also experience game day situations along with the players, Gustavo Matosas and his team of coaches, and share moments with Rafa Marquez, the captain and star player of the league and the Mexican national team, whom audiences will get to know beyond the field.
Celebrity integrations with Club Leon captain Rafael “Rafa” Marquez with the Chevy Silverado will also be featured throughout the 10-episode run of “La Cueva de la Fiera,” including the first episode, in which Chevrolet and One World Futbol Project join forces with Marquez to surprise young soccer fans with the once-in-a-lifetime experience of participating in a soccer clinic with the star and receiving Chevrolet-branded One World Futbol soccer balls.
On-air promotion of the series involves promotional segments on Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” The multiplatform campaign also includes a digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and digital shorts with players from Club Leon, in addition to a custom hashtag for maximum fan engagement. Further digital content includes livestreams of Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.
“We are excited to collaborate with Chevrolet to bring fans a front row seat to the action and excitement of Club Leon soccer .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,” said Mike Rosen, Executive Vice President of Advertising Sales & Integrated Marketing, Telemundo Media.