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BET Signs Up McD's, Toyota For "Interns"

  • Mediaweek, Wednesday, October 24, 2007 11 AM

BET has inked integrated sponsorship deals with a pair of blue-chip marketers -- Toyota and McDonalds -- for its new original series "College Hill: Interns." Both brands will be featured within the narrative of the show and in coming episodes, the show's 10 interns will take on various work challenges, including a national print campaign for Toyota's Yaris hatchback and promoting McDonald's Emerging Artist Tour.

The Yaris also gets top placement within the show itself as the interns use it to get around Chicago. For McDonald's, the cast will eat at the company's outlets and visit the McDonald's Museum, a replica of the first McDonald's restaurant. "We worked with Toyota and McDonald's to create projects for the cast members that would not only give them a real taste of the professional world, but that would also showcase the brands in a smart and exciting way," says Alvin Bowles, senior vice president for integrated marketing at BET.

Other sponsors onboard include Procter & Gamble, Rhapsody and General Mills.

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