Canadian Idol’s top 10 finalists will each get a seat in the TD Canada Trust Comfort Zone in weekly segments during the final stages of the popular CTV show. Each week a different finalist will sit in the “Zone” and chat about the competition. In previous years the Zone was reserved for audience members.
The initiative is just one of a number of customized sponsorship packages CTV created this season for Canadian Idol sponsors which include Kraft, Procter & Gamble, Telus and Subway Restaurants.
Sponsorship packages for this, the sixth season of the live talent search include integrations and online extensions at Idol.CTV.ca.
Procter & Gamble is leveraging its Pantene, Gillette Fusion and Gillette Venus brands in the Backstage Beauty Zone, offering hair tips and tricks. Online, visitors can click on a picture of one of the top 24 finalists to see before and after hair shots, as well as a description of how to achieve the same look as their favourite Idol.
Subway Restaurants is sponsoring online audition clips at Idol.CTV.ca, and Subway branded cups are featured on the judges’ desk throughout the season.
Telus has returned for a third season with in-show and online sponsorship as Canadian Idol’s official SMS partner, while Kraft’s KD Cups brand is the presenting sponsor of this year’s Canadian Idol Hometown Tour.
The sponsorships allow advertisers to integrate into a show, giving them “more bang for their buck,” said Mary Kreuk, vice-president of marketing at CTV. “They’re taking that [a media buy] and making it bigger and better to get their message through,” she said.
Canadian Idol airs live every Monday and Tuesday on CTV until the finale Sept. 9.
