Philips Consumer Lifestyle has signed a deal to create a second series of its ad funded TV programme The Factory on Eurosport.
It is part of Philips’ strategy to leverage its sponsorship of the AT&T Williams F1 team.
The programme will concentrate on the day-to-day working life of the team as it prepares for the 17 Grand Prix races contested around the world.
Alongside the editorial content, the broadcast element will include a vignettes series, channel takeovers and promotional spots tied to the launch of season two.
Eurosport viewers will also win an opportunity to participate in the finals of the ‘Philips Driving Academy’, which gives fans from around the world the chance to drive a Williams Formula One car.
As part of the online activity, episodes of The Factory will be available on Eurosport’s online video section. There will also be promotional interactive ads and homepage take-overs for Philips around each Grand Prix race.
The media partnership was brokered by Philips’ media agency Carat and Vizeum which represented the AT&T Williams F1 team.
According the sports channel the first season of the show reached over 25 million people across the 59 territories it occupies. The new series launched last night (April 23).