Pizza Hut will sponsor an episode of Discovery Channel's "MythBusters" that builds off an online contest. The network conducted a poll for viewers to select a "myth to bust." The winner is the subject of the June 1 episode.
Pizza Hut vignettes will air during the episode, with the content produced by Discovery Channel. This is something the network is looking to do more with advertisers; it's similar to a recent arrangement with Maker's Mark.
Pizza Hut will also receive exposure during the open and close of the show through lengthy brand integration. Some ads for Pizza Hut will include "MythBusters" footage.
Scott Felenstein, a senior vice president in ad sales at Discovery Channel, said by owning its content, the network can more swiftly craft tie-ins for advertisers.
"MythBusters" is in its eighth season and features hosts using science to examine fact and fiction involving myths.