Casio G-Shock is funding a 12-part action sports television entertainment series to be shown on Dave later this year.
The Unbreakables was commissioned by UKTV from Factory Media, Europe’s largest lifestyle sports and culture media business, and represents the company’s first branded-content TV commission.
The show will see action sport athletes Tim Warwood and Adam Gendle dropped off in differing locations and be tasked with designing and building epic stunts, which they must then convince action sport colleagues to complete.
The content strategy for The Unbreakables includes the creation of over 200 pieces of short form content designed for distribution on Vines, Instagram, Facebook and YouTube. Content will begin appearing three months before broadcast.
Jennifer Kelly, Senior Marketing Manager, G-SHOCK said: "The G-SHOCK brand philosophy is about pushing the boundaries of what’s possible. We like to challenge ourselves to be unconventional, sometimes edgy but always, tough! This, combined with the fact that our heritage is rooted in action sports, made The Unbreakables project an obvious choice for us. We were instantly drawn to the opportunity due to the multi-channel nature of the campaign. The 360 approach allows us to talk directly to our classic audience through digital and social channels, whilst driving significant brand awareness via broadcast. We’re ramping up for a seriously successful Christmas season as a result.”
The announcement states: “The deal for The Unbreakables is built on an innovative content-funding model that intimately connects TV and digital audiences whilst delivering maximum added value to the brand, broadcaster and agency” although it is not immediately clear how Casio G-Shock will be represented within the programme.
Dee Smith, Director of Content at Factory Media, said, "These deals are complex and I wanted an “everybody wins” model – where all participants – brands, broadcasters, agencies and audiences naturally add value to each other. The brand gets clarity of message, huge impact in the TV environment as well as the highly targeted ROI associated with good digital advertising. The broadcaster gets high quality programming, along with real time engagement figures, full editorial control and marketing for the show. The agency gets a full service partner and our wealth of experience keeping everybody happy. The art is in balancing the often different but overlapping needs of broadcaster and brand. And Factory fans get truly great content."