MTV UK is getting in on the AFP game. The Viacom backed broadcaster has teamed with Strongbow to commission Re-Freshers Week, a university themed competitive reality series that will transport participants back to the glory days of being a fresher.
“Ad funded programmes are a brilliant way for brands to bring their brand personality to life”, said Mark Swift, Senior Vice-President of UK Commercial and International Ad Sales for Viacom International Media Networks. “Strongbow came to us looking for a way to connect with audiences and we’ve pushed the boundaries of the brief with a fun programme concept that is certain to resonate with MTV viewers.”
Re-Freshers Week Presented By Strongbow, will feature a group of eight 25 to 30 year olds who are seeking to recapture the joys and freedom of being a Fresher at university. Living together in a student house, the contestants will compete in Freshers-week inspired tasks, brought to them by different guest judges, guaranteeing hilarious diversions from their real-life routines.
Set to premiere later this tear, the series will be overseen by a host, with one lucky winner scooping a cash prize – giving them the opportunity to refresh their own life. Five hour-long episodes have been commissioned for the series, which is being produced by Viacom’s Elephant House Studios. In addition to the show itself, there will also be VOD, idents, social and linear elements. The deal was developed by Strongbow’s agency Starcom with Sky Media and Viacom
“This was the time of our lives when we all broke free for the first time! We got to live with brand new people, make our own life choices, try stuff out for the first time, but yet learn the skills that would set us up for the real world”, added Emma Sherwood-Smith, Cider Brands Director for Strongbow. “Strongbow was the cider of choice throughout this major life change – and we wanted to give people the opportunity to relive these freedom years and break free from their daily routines one more incredible time!”