The series debuts today. The first episode takes viewers to upstate New York. Each episode runs for 25 minutes.
“Purpose Project” is the first branded content series produced specifically for Tastemade TV since its launch in May. Tastemade TV is a 24/7 streaming video network with lifestyle content, available on new TV platforms like YouTube TV and Sony PlayStation Vue.
The channel already has hundreds of hours of food, travel and home programming. New episodes are added each week from shows like “Struggle Meals,” “Make the Tonight” and “Basic versus Baller.”
Andrew Saunders, head of global brand strategy and marketing for Tastemade, told Publishers Daily the brand is “constantly analyzing the consumption habits” of its viewers.
“We've seen the rapid growth of OTT over the past five years, and we launched Tastemade TV to align with this increasing demand,” Saunders said.
The “Purpose Project” episodes are available to stream on its Facebook Watch page, Tastemade TV, YouTubeTV, Philo and PlayStation Vue.
“This series shares the personal benefits of global travel via a medium we believe tells these stories in the most impactful and emotional way possible,” Saunders said.
The series features actress, singer and cofounder of The Farm Project Zooey Deschanel, credit card expert Brian Kelly (aka “The Points Guy”) and chef Marcela Valladolid, among others.
Capital One and Tastemade worked together to create “Purpose Project,” from ideation to development to production. The partnership between Capital One and Tastemade is part of a larger Capital One initiative around traveling with purpose.
A recent study commissioned by Capital One looked at the top reasons Americans choose to travel, as well as their growing interest in purpose-driven travel.
The study found, for example, that three in four people travel to discover something new about themselves or the place they are visiting. (The poll surveyed a national sample of 2,192 Americans in September.)
Tastemade previously worked with Capital One this past fall on a campaign around the Capital One Savor Credit Card. Tastemade created social-first videos for Capital One for that campaign, including hands-on recipe videos, spotlight videos and city guides.
Tastemade claims more than 3 billion monthly views and 200 million monthly viewers.