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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
6 Entities mappedMawave
Social-first performance and creator marketing agency for brands.
“The format was developed by the social-lead agency Mawave together with Google....”
i&u Studios
German studio producing TV, streaming and digital formats.
“Leonine C_ emerged from the digital unit of i&u Studios....”
Mediaplus
Global media agency offering planning, buying, analytics and AI-enabled consulting.
“Mediaplus is responsible for the cross-channel media strategy and accompanies the campaign distribution....”
DWDL.de
German media trade publisher for TV, streaming and industry jobs.
“© DWDL.de GmbH, 2001-2026...”
E.ON
German utility supplying energy, smart home and EV solutions.
“Instead of a broadcaster, energy company E.ON is the client behind the format....”
Search, video, adtech and cloud giant within Alphabet.
“The format was developed by the social-lead agency Mawave together with Google....”
Ontology Mapping & Concepts
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