During the annual Dutch Championship Headwind Cycling, made possible by Eneco HollandseWind, RTL weatherman Dennis Want and YouTube talent Mertabi were challenged. RTL created relevant content to give additional publicity to this playful, typical Dutch event, in which RTL Weer and Buienradar are logical content partners due to the direct relationship with the weather.
Via program moments in RTL Weer Daytime and Primetime, social posts, display expressions and promos with the two ambassadors, the event was boosted from December 3rd. Mertabi gave awareness among its supporters no less than 250,000 subscribers on YouTube and a tailormade Eneco NK-Headwind weather forecast was deployed on the energy suppliers owned channels. During the event there was a live stream on the action page of Buienradar, on which Yvonne Coldewijer kept close watch on the race between Dennis and Mert. Afterwards all channels were again deployed to disperse the aftermovie supplemented by editorial coverage in RTL Nieuws Magazine.
The combination of TV and YouTube personalities turned out to be a powerful combination to different audiences, young and old.