'Roadkill' Expands with Events, Mag

TEN: The Enthusiast Network is expanding its YouTube auto show "Roadkill" into a multi-platform media brand that will include a branded magazine, live events and new website.

April 6, 2018

The Enthusiast Network 's

p

opular YouTube series is building a media empire.

Launched in 2012, "Roadkill" has become a breakout hit online, reaching more than 3 million viewers per episode on average. Viewers ride along with hosts David Freiburger and Mike Finnegan as they take on a range of automotive challenges.

"TEN is taking a highly successful, original video series and transforming it into a web-led, socially amplified media brand with a 360-degree platform that reaches consumers at every touch point," says Angus MacKenzie, chief content officer, TEN. "Through this, we are creating authentic experiences to match our audience's strong engagement online and delivering the type of long-term growth we envision for our brands."

A newly launched Roadkill website features cars and personalities from the show, a "Roadkill" approved

New Car Buyer's Guide

and "Roadkill" merchandise.

Additionally,

the "Roadkill Nights" pop-up car festival will take place Aug. 12 in Pontiac, Mich., featuring flashlight drag races. The event is sponsored by Dodge and will unofficially kick off the Woodward Dream Cruise, a one-day celebration of classic cars.

Finally, the first issue of the quarterly

Roadkill

magazine will launch Sept. 4.

"This is a prime example of a successful digital-first approach from a legacy publisher," says Scott Dickey, chief executive officer, TEN. "TEN is leading the way in making the transformation from a legacy publishing business model to a multiplatform content creation and media distribution enterprise."