With a new season of Red Rock on TV3 set to broadcast next Monday, January 22, Virgin Media Solutions has bagged Casillero del Diablo, the best-selling Chilean wine, as the new sponsor of the series.
The multi-platform sponsorship deal was brokered by GroupM agency Wavemaker and will include broadcast sponsorship, social media activation, digital product placement, as well as ownership of all digital elements.
Virgin Media Solutions is also partnering with Mirriad to digitally insert both Out of Home signage and wine products within appropriate scenes in the show, of which the latter will be a media first in Ireland.
In 2017, Virgin Media Solutions launched this ground-breaking Mirriad technology in Ireland in a number of episodes of Red Rock, which incorporated real-time Virgin Media outdoor campaigns in multiple episodes.
Virgin Media Solutions continues to lead the way by extending this digital product placement opportunity to incorporate Casillero Del Diablo products into the show in the post production phase.
According to Annmarie Nagle, Country Manager, Ireland with, Concha y Toro: “We are very excited to be supporting such a great Irish drama, full of home grown talent. We feel the partnership is a great fit for the brand, as both have plenty of devilish characters.”
Vanessa Kiely, Communications Director at Wavemaker adds: ‘’Red Rock has a highly engaged and loyal audience, and is therefore the perfect fit for a quality brand like Casillero del Diablo. With exciting and innovative product placement opportunities along with TV3’s multi-platform reach, this partnership offers Casillero Del Diablo ubiquitous and integrated brand exposure amongst our key audiences.’’