Launched on 1 February, sports drink Maximus’ ‘Do-Cathlon’ game show debuted on Foxtel: a six-part reality series created in partnership with the Frucor Suntory owned hybrid sports drink brand.
The programme features a team of five former professional athletes and their best friends who compete in a series of ‘dialed up to the max’ everyday challenges to win a trophy and a prize of $10,000 for a charity of their choice.
The ‘off-the-wall challenges’ have been designed to bring to life Maximus’ ‘More Drink. More Do’ philosophy and range from racing monster trucks to pick up laundry, building a backyard cubby house and mowing an entire paddock.
The series airs across Fox Sports, Kayo, Kayo Freebies and the wider Foxtel network.
The sports stars and brand ambassadors featuring in the first series include former Olympic gold medalist swimmer Leisel Jones, former Australian cricketer and Fox Cricket expert Andrew Symonds, former dual AFLW and netball star and Fox Footy presenter Sharni Norder, Hawthorn icon Josh Gibson and former WSL athlete Joel Parkinson.
The campaign for the show was a collaboration between Maximus marketers and Foxtel Media, alongside OMD, RCKT Co and agency Clemenger BBDO Sydney and was spearheaded by a set of 15-second promos running on TV and across the Fox partner platforms focused on airing around live sporting events including the AFLW, the NRLW, the BBL and The Ashes. Plus ‘Live Plugs’ for the series from Fox hosts and presenters promote further details about the branded show.
“The Maximus Do-Cathlon series is all about what you can do with Maximus – we give you more because you’ve got more to do. We wanted to bring this to life by showing Aussies working hard and having fun with their mates at the same time,” explained Frucor Suntory Senior Brand Marketing Manager Kate Taylor. “With the help of a truly amazing agency team, we tried something different by making a TV show, rather than just a TV ad and we’re thrilled with the outcome.”
Clemenger BBDO Sydney ECD Brendan Willenberg added: “From a one-page idea in a presentation to an Australia-wide game show, we are pinching ourselves to not only have this on air but to give the Maximus brand an idea as big as the drink itself.”
Aaron Miller, National Director of Sport Partnerships at OMD Create commented: “We are thrilled to bring together Maximus and Foxtel and work with this incredible group of agencies to create Maximus Do-Cathlon. Foxtel’s continued growth across platforms and quality production outputs made them the perfect choice of partner to bring this series to life.”
“We’re delighted to be bringing this branded content series to life, pairing the reach of the Foxtel network with the creativity of Maximus,” said Foxtel Media Head Of Sports Partnerships Kate Waugh. “The Maximus Do-Cathlon is a brilliant celebration of endurance, mateship and the Australian spirit of perseverance, competition and charitable giving. It is beyond advertising and has crossed over into true value-added entertainment for our viewers who are consistently engaged on all our sports platforms.
“At Foxtel Media, we love working with brands who are willing to push on the edges of marketing and build new frontiers in the space. We are thrilled that the Frucor Suntory and Maximus teams have chosen us for this journey and can’t wait to see how it unfolds.”
Comment
The brand-backed show enables sports drink Maximus to reach sports subscribers across Foxtel, Foxtel Now/Go and Kayo which have reached a record number in the network’s 25-year history with a base of 2.4m and 8.1m in ‘unduplicated monthly reached’ across all of its sports platforms.
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