Observed Signal · Jun 25, 2026 · Partnership · Source: DWDL · Impact: 2/5 · Sentiment: Positive
Branded Entertainment / Creator Marketing Market: Leonine C_ Produces 'House of Power' for E.ON
E.ON commissioned a branded-entertainment reality series titled "House of Power - Wer spielt ein falsches Spiel?" produced by the newly formed Leonine C_ label. The eight-episode format, developed by social-lead agency Mawave together with Google, will premiere on YouTube from August 13 with weekly releases. Twelve celebrities and creators — including Axel Stein, Susan Sideropoulos, YouTuber Lewin Ray and streamer/podcaster Reeze — live together for three weeks, complete energy-themed challenges, and earn "energy points" for charity while some participants act as imposters to sabotage the group. The series showcases E.ON expert-led modernisation measures (photovoltaics, battery storage, heat pump, wallbox, intelligent energy management). Mediaplus will manage the cross-channel media strategy and additional social content to extend the campaign.
Brand-funded creator entertainment demonstrates advertiser investment in owned content and creator formats; relevant for branded content and creator-marketing strategies but not industry-changing.
Wichtigste Kernpunkte & Evidenz
- E.ON is the commissioning client behind the reality format "House of Power".
- Leonine C_ (a new label for creator and branded entertainment) produced the series.
- The format was developed by Mawave together with Google.
- The series will launch on YouTube on August 13 with eight weekly episodes.
- Mediaplus is responsible for the cross-channel media strategy for the campaign.
Verknüpfte Unternehmen
6 verknüpfte UnternehmenMawave
Social-first Performance- und Creator-Marketing-Agentur für Marken.
“The format was developed by the social-lead agency Mawave together with Google....”
i&u Studios
Ein deutsches Produktionsstudio für erstklassige TV-, Streaming- und Digitalformate.
“Leonine C_ emerged from the digital unit of i&u Studios....”
Mediaplus
Globale Mediaagentur für datengestützte Mediaplanung, programmatischen Einkauf, Analytics und KI-gestütztes Media-Consulting.
“Mediaplus is responsible for the cross-channel media strategy and accompanies the campaign distribution....”
DWDL.de
Führendes deutsches B2B-Fachmedium und Vermarktungsplattform für die TV-, Streaming- und Medienbranche.
“© DWDL.de GmbH, 2001-2026...”
E.ON
Führender deutscher Energie- und Infrastrukturdienstleister, der intelligente Smart-Home-, E-Mobility- und dezentrale Energielösungen über hochgradig digitalisierte B2B- und B2C-Plattformen bereitstellt.
“Instead of a broadcaster, energy company E.ON is the client behind the format....”
Suchmaschinen-, Video-, AdTech- und Cloud-Gigant innerhalb des Alphabet-Konzerns.
“The format was developed by the social-lead agency Mawave together with Google....”
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