USA Network and Sonic Drive-In have teamed up for a co-branded marketing partnership for Nashville Star, which includes TV spots and an in-store sweeps.
The campaign kicks off Jan. 11, the start of Nashville Star’s fifth season on USA. The partnership, the first between the cable network and the drive-through chain, includes a show-themed sweepstakes that gives fans a chance to win one of five Chevrolet Silverados and a year’s supply of Sonic food and drink.
The sweepstakes will run in 3,200 Sonic restaurants starting Jan. 11 and run through Feb. 16. Online materials and Nashville Star-branded cups and bags will support the promotion.
On-air, USA Network is airing a 40-second scripted sponsor-integrated vignette featuring co-host Cowboy Troy and Nashville Star judge Anastasia Brown. The TV spot was filmed at a Sonic restaurant in Clarksville, TN, and will air throughout the series.
Online, Sonic will receive a presenting sponsorship of the Nashville Star microsite, including banner ads, video pre-roll and exclusive ownership of the contestant bios and behind-the-scenes content.
Also online, fans can down Nashville Star wallpapers, greetings and ringtones from the Nashvillestar.usanetwork.com microsite. In addition, the site will include online chats during the show with comedian Wix Wichmann, a “fan of the week” section for users to upload pictures describing why they are the biggest fan, a gallery of contestants’ performance fashions with commentary and weekly fashion tips and interactive music videos.
“Sonic is a perfect fit for a franchise such as Nashville Star and we are thrilled to have them on board for this co-branded marketing partnership,” said Chris McCumber, USA Network’s senior vice president, marketing and brand strategy. “Sonic’s reach will help extend the Nashville Star brand to over a million people each day.”
In a take off the Fox hit American Idol, Nashville Star contestants vie for a country recording contract from Warner Music Group. The Sonic partnership is the first sponsorship for the show.
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