Penny Sponsors Battle of the Reality Stars

Discounter relies on reality TV to advertise.

Discount food company Penny has become a sponsor of the current season of “Battle of the Reality Stars”. El Cartel Media, marketer of RTL 2, has agreed to a far-reaching partnership focused on digital display on RTL+ and gets started immediately.

As a VOD sponsor, Penny will be involved in a wide range: An addressable TV switching point has been agreed, which will be placed on Smart TVs. An inline point is shown editorially here for users of the corresponding devices. Additionally, collaboration includes pre-rolls, which are incorporated into the featured RTL+ area before each episode video starts. In addition, the food retailer has secured five triple cuts for the remaining five episodes of the season on Line TV, and is therefore represented across all distribution channels.

“At the start of our campaign for our Penny brand, we create relevance and interest through our large-scale, digitally successful format,” comments Penny Marketing Director Marcus House. Martin Wendler, Head of Crossmedia & Cooperations at El Cartel Media adds: “With ‘Kampf der Realitystars’, Penny secures one of the most sought-after brands on German entertainment television. The combination of cross-media integration and VOD sponsorship allow customers to have the most successful RTL 2 formats. “