DIY Builds Sponsorships For 'Blog Cabin'

BlogCabinSusan Leigh, the ad sales head at the DIY Network, would love to bring a state-of-the-art entertainment room to one of the houses refurbished in the network’s “Blog Cabin” series. She’d like to sign sponsors such as Sony or Nintendo to show off their cutting-edge technologies.

“That’s a goal we’ve been working toward,” she said. “We would love a crazy, over-the-top, tricked-out man cave.”

For now, however, her focus will remain mostly on continuing to ink more deals with the likes of Sherwin-Williams and Lumber Liquidators. The pair have provided paint and flooring since the show’s debut and are returning this year for season three, debuting Monday. (This marks the sixth year of the series, but the third with sponsorships as a Maine farmhouse is being restored.)

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Sponsorships have soared with 14 marketers in different categories on board for 2012, spanning just about every aspect of a home’s interior. There is a new addition to the backyard, however, as Petco will sponsor a dog cabin.

“Blog Cabin” gears up with an online opportunity for viewers to vote on how they would like a home restored -- from the kitchen layout to the color of the gas stove to the cabinet door style and beyond.

“Everything and the kitchen sink,” Leigh said.

Sponsors follow the winning “crowdsourced” decisions by providing the goods for the overhaul, which bring them ample in-show exposure.

The refurbishment of the homes unfolds over six one-hour episodes and a one-hour finale. An online blog offers companion content.

With the voting, sponsors have to surrender a degree of control of their brands. Leigh, vice president of ad sales at Scripps’ DIY, says it’s “a bold move but it’s also kind of rewarding to see where the audience takes it.” At the same time, there is some potential for market research to be derived from consumer choices.

In addition to an on-air and online presence, sponsors gain exposure through a show-related advertorial in Good Housekeeping magazine.

The show also brings a sweepstakes, where the winner gets the Blog Cabin.

 

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