Today, Maximum Media reveals its latest made-for-social TV production, The JOE Show. Created in partnership with Unilever Ireland, and hosted by JOE duo Paddy McKenna and Eoghan Doherty, the live talk show will air on JOE’s Facebook Live and Twitter channels, every Tuesday at 8.30pm.
Developed for the underserved youth demographic with a particular focus on the JOE user-base, it will feature some of the best JOE stories of the week, interviews with the biggest celebrities, studio guests and cash-prize audience giveaways.
The first episode, which airs tonight, includes chats with the A-list stars of Guardians of the Galaxy Vol. 2, Chris Pratt, Karen Gillan and Zoe Saldana; comedy sketches from some of Ireland’s most talented up-and-comers; a live music performance in the search for Ireland’s Magic Cover; and a chance for viewers to win €1,000 if they can outsmart hosts Paddy and Eoghan, in the ‘Thousand to One’ challenge .
The partnership with Unilever Ireland, negotiated and executed by Mindshare Ireland, was a hugely collaborative process, ensuring seamless brand integration. Dove Men+Care will be the initial partner for The JOE Show, with Lynx taking over in the summer. Alongside the live show, a number of branded segments will also be pushed out from JOE’s channels in the days after each broadcast, including everything from celebrity interview clips to comedy sketches.
The JOE Show presenter, Paddy McKenna: “We’re really looking forward to bringing The JOE Show to screens all over Ireland! The viewers own this show, they dictate what happens on it and a lot of that will happen in real-time – which is a big part of what makes it so special. The JOE Show will be like nothing else you’ve seen broadcast exclusively on social before.”
The JOE Show presenter, Eoghan Doherty: “We’ll have interviews with some of the biggest movie and music stars in the world, performances from up and coming talent in our ‘Magic Cover’ segment, as well some of Ireland’s brightest emerging comedic talent. We know we’ve got something different to offer and we just can’t wait to get started.”
Peter Hatton, Head of Marketing Personal Care, Unilever Ireland: “The JOE Show is a fantastic innovation in media taking the best elements of TV in terms of production quality & formats and marrying them to the creative and user friendly elements of Digital. The content is tremendously exciting & a perfect fit for Lynx and Dove Men + Care to modernise how we engage with Irish males and we are delighted to be a part of this media first.”
Dave Bruen, Managing Partner, Mindshare Ireland: “We’re very excited to be working with both Maximum Media and the Unilever Personal Care team in developing this new entertainment series, a first for all of us and one which we’re confident will be a great way to connect with Irish men.”
The JOE Show (#JOEShow) will be shared across JOE’s social channels, with a combined reach of over 1.5 million. It is one of a number of new shows launched this year by Maximum Media, which include Her and HerFamily. Already in 2017, JOE has launched its new live sports show, SportsJOE Live, its rugby podcast, The Hard Yards, and its first foray into business media, with its new podcast, The Capital B. All shows are produced at Maximum Studios.