Multi Channel Network (MCN), in partnership with BMW and DOVE Men+Care, has launched a series of integration campaigns for The Cook Cup and The Rugby Championships across the TEN and FOX SPORTS network.

Both campaigns, which run from June through to October 2016, will be the first time the two major Rugby supporters will reach all Rugby viewers in one transaction.

The partners will support all live games across Fox Sports and Ten, and will enhance the viewing experience with pull throughs during the live matches. BMW will also create in-show segments across both networks called ‘Ultimate Moments of the Match’.

DOVE Men+Care will be targeting highly engaged sports fans at significant scale to amplify its ‘Strength to Care’ campaign, which aims to start conversations with Australian men about where real strength comes from.

The campaign is a collaboration with David Pocock and discusses the outdated perceptions of masculinity in society. It’s brought to life through Pocock’s Journey to Strength video series. It will be released across FOX Sports broadcast, digital and social, and Network Ten’s broadcast platforms.

MCN national sports sales director, Martin Medcraf, said MCN’s integration of Network Ten and Fox Sports has made campaigns like BMW and DOVE Men+Care not only possible, but easy to execute.

“For the first time partners are able to reach every single Rugby fan in Australia in one transaction as a result of our new combined sports offering,” he said.

“It’s an unprecedented approach that we’re thrilled to share with our long-standing partners, BMW and DOVE Men+Care.”

Stuart Jaffray, general manager – marketing, BMW Group Australia added, “We are delighted that BMW can provide “Ultimate Moments” to Rugby supporters, regardless of which broadcast they are viewing- Fox Sports or Ten. And because of the integration of the networks it has been simple for us to execute.”

Unilever senior brand manager, John McKeon, said, “The Dove Men+Care ‘Strength to Care’ campaign collaboration with David Pocock comes from a shared goal to shift perceptions of masculinity away from outdated views and towards a realisation that real strength comes from showing care.”

Fox Sports head of client solutions, Belinda Dolman, said, “Fox Sports isn’t only the home of Rugby in Australia, it’s the home of tailored, targeted and highly creative solutions for brands looking to make an impact and connection with some of the most engaged TV audiences in the country.”

“Rugby is a critical part of Network Ten’s premium sport content and we’re very excited to be part of the Wallabies’ historic and exciting three-Test series against England on Australian soil,” added Network Ten director of revenue and client partnerships, Rod Prosser.

The Cook Cup, a three match series between main rivals Australia and England and concludes June 25. The Rugby Championship is the leading competition between the four powerhouses of the game in the southern hemisphere: South Africa, Australia, New Zealand and Argentina. It runs from August 20 to October 8. All matches will be broadcast live on both Network Ten and Fox Sports.

Dove Men+Care credits:

• Lead agency / creative: Octagon
• Production company: Milkmoney
• Media: PHD
• Digital: TBWA
• PR: Liquid Ideas