On the occasion of the 80th anniversary of the "Reverso" watch, Jaeger LeCoultre wanted to create a strong brand association with a leading international media partner. They were looking for an innovative sponsorship which would be powerful, highly visible and impactful. The creation of a cross-platform multi-dimensional brand campaign around The Revealer, a new weekly segment within CNN's prime-time show BackStory was the solution. Along with sponsorship of the TV segments and tune-in promotional spots, is an exclusive online extension including a heavy campaign with impactful formats and 24 hour exclusivities to maximize brand awareness and visibility. The integration of an innovative social media approach included creation of a "Revealer" game announced on TV by BackStory and promoted on social media such as Facebook and Twitter with sponsor mention. Jaeger-LeCoultre achieved strong brand association with CNN through this tailor-made editorial environment that fit perfectly with their brand.