Joe Media has launched one of its biggest-ever branded content campaigns, a football-challenge content series from Hotels.com, running in sync with its Uefa Champions League partnership.
European football legends Patrice Evra, Luis Garcia and William Galla all feature in ‘Glory Hunters’, a series setting fans ‘Takeshi’s Castle’ style football challenges. A team of 55 people, from talent and client services to production crew, will deliver the nine episode series, all filmed in East London.
The campaign will be distributed on Joe’s social channels including Twitter, Instagram, Facebook and YouTube. It will also be distributed across France, Italy, Spain, Sweden and across both Hotels.com and Uefa Champions League’s own social channels.
Vikash Jasani, senior brand partnerships director at Joe Media said: “Think, ‘League of Their Own’ meets ‘Takeshi’s Castle’ - this is a TV show scale of execution but for a social audience. We’ve been working very closely with Hotels.com to create the most entertaining and memorable way to bring to life their mission of bringing ‘money-can’t-buy’ experiences to people and we’re confident we will achieve that.”
Gary Bansor, brand sponsorship manager at Hotels.com, said the collobarioation puts fans at the very heart of its Champions League sponsorship. “Through a series of fun, irreverent challenges we want to demonstrate how Hotels.com can facilitate incredible experiences for fans, rewarding their commitment by taking them closer to the action than ever before.”
The episodes will land periodically for the rest of the tournament and the first debuted Thursday 28 November 2019.