TELEMUNDO MEDIA TEAMS WITH CHEVROLET ON NEW DIGITAL SPORTS REALITY SERIES ‘LA CUEVA DE LA FIERA’
Weekly Webisodes Featuring Rafael “Rafa” Marquez Provide Viewers an Exclusive Look Inside The World of Mexican Pro Soccer Team Club Leon
Series Supported by 360-Degree Campaign that Includes Integration of the Chevy Silverado, Cross-Promotional Segments on Popular Telemundo Programs, a Dedicated Digital Hub, Robust Social Engagement Program and More
MIAMI – March 17, 2014 – Telemundo Media and Chevrolet announced today that they have teamed up to create a unique new digital sports reality series, “La Cueva de la Fiera,” available onwww.Telemundo.com/lacuevadelafiera. Supported by a 360° degree promotional campaign and produced in partnership with Chevrolet, the weekly webisodes, which launched in February, offer fans an exclusive look inside Mexican professional soccer’s Club Leon. The dynamic and innovative format builds upon the existing synergy between soccer and Chevrolet, a longtime sponsor of the sport. 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 today’s 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 nearly indestructible One World Futbol soccer balls. As the founding sponsor of One World Futbol Project, over three years Chevrolet is supporting the donation and distribution of 1.5 million balls to organizations working with youth in war-stricken zones, refugee camps, and disaster areas, celebrating the value that soccer can touch lives, provide opportunities and bring positive change to all people of the world.
“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.”
On-air promotion of the series involves cross-promotional segments on popular Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” Broadcasts of “Futbol Estelar: Club Leon” will drive viewers to “La Cueva de la Fiera” and its companion content through mentions from the announcers, tagged tune-ins and more.
The multiplatform campaign also includes a dedicated digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and exclusive digital shorts with players from Club Leon, in addition to a custom hashtag for maximum fan engagement. Further digital content includes livestreams of several highly-anticipated Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.
“La Cueva de la Fiera” is the first-ever reality series produced by Deportes Telemundo exclusively for digital. Through it, viewers will experience the challenges faced by the Mexican soccer champion, with exclusive access to training camp, the stadium, the secrets of the locker room and moving stories of the most loyal fans. Fans will also experience game day nerves along with the players, Gustavo Matosas and his team of coaches, and share unique 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.
About Telemundo Media:
Telemundo Media, a division of NBCUniversal, is a world-class media company, leading the industry in the production and distribution of high-quality Spanish-language content across its multiplatform portfolio to U.S. Hispanics and audiences around the world. Telemundo’s multiple platforms include the Telemundo Network, a Spanish-language television network featuring original productions, theatrical motion pictures, news and first-class sports events, reaching U.S. Hispanic viewers in 210 markets through its 16 owned stations, broadcast and MVPD affiliates; mun2, the preeminent voice for young Hispanics in the U.S. reaching TV households nationwide on digital and analog cable, and satellite; Telemundo Digital Media, which distributes Telemundo’s original content across digital and emerging platforms including mobile devices, www.telemundo.com and www.mun2.tv; an owned and operated full power station in Puerto Rico that reaches 99% of all TV households in that DMA; and Telemundo Internacional, the international distribution arm which has positioned Telemundo as the second largest provider of Spanish-language content worldwide by syndicating content to more than 100 countries in over 35 languages.
Vice President, Corporate Communications
FerenComm for Telemundo