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Targetted
toward Heavy.com’s audience of men
18-34 years old, LoveRace will feature a
mix of editorial and user-generated content
to reward participants with the ultimate
dream date, a company statement says.
The
LoveRace channel will be exclusively distributed
and promoted on Heavy.com’s entertainment
portal in late 2008.
The audience can also play along to win
their own dream dates and various other
prizes.
LoveRace
is a concept created by FMX, FremantleMedia’s
new media division, which will produce it
for Heavy.com, with FremantleMedia Enterprises
(FME), the company’s brand extension
arm, developing a promotional and advertising
programme.
LoveRace
will utilise FremantleMedia’s extensive
expertise in television entertainment and
dating formats around the world, to create
a funny, exciting and entertaining experience
for participants and viewers alike.
FMX
executive VP Claire Tavernier says, “This
is a great opportunity for FremantleMedia
to work with a major online distribution
partner like Heavy.com.
"We
are delighted to be able to combine our
production and commercial expertise with
Heavy.com’s audience and commercial
reach, to start building new and exciting
entertainment experiences online.”
FME and Heavy.com are currently in discussions
to secure 3-5 potential brand partners who
will support the programme both online and
off.
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