Telemundo Media Teams Up with Chevrolet for Digital Soccer Series


MIAMI: Telemundo Media and Chevrolet have partnered to create La Cueva de la Fiera, a new digital sports reality series supported by a 360-degree promotional campaign.

The ten-part weekly series launched last month on Telemundo’s site and is the first reality series produced by Deportes Telemundo exclusively for digital. Offering an exclusive look inside Mexican professional soccer’s Club León, the webisodes will highlight the challenges faced by the champions, with access to the training camp, the stadium, secrets of the locker room and stories of loyal fans.

The shorts will also incorporate a promotional campaign that includes celebrity integration, featuring Club León captain Rafael “Rafa” Márquez and the Chevy Silverado. Cross-promotional segments will involve popular Telemundo shows such as Un Nuevo Día, Titulares y Más, Titulares Telemundo and Ritmo Deportivo. Broadcasts of Futbol Estelar: Club León will also mention the web series.

The multiplatform campaign will include a dedicated digital hub with player profiles, game highlights and post-game interviews, while a social-engagement program called Pregúntale al León will feature Twitter chats, custom hashtags and digital shorts with Club Leon players.

“We are excited to collaborate with Chevrolet to bring fans a front-row seat to the action and excitement of Club León soccer,” said Mike Rosen, the executive VP of advertising sales and integrated marketing for 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.”