NBC has signed Kia, Sprint and Starbucks as top-line sponsors for “The Voice,” the singing competition that became a surprise hit last year. It makes its Season Two debut after the Super Bowl Sunday.
All three will have brand integration and related digital opportunities, starting with the post-Super Bowl broadcast and beyond.
Kia will use the relationship to back a new cross-utility vehicle; performers will be seen driving the vehicle and using an in-car voice-activated communications system to receive advice before hitting the stage. There will also be a series of day-in-the-life Webisodes with Season One star Dia Frampton, who will also drive the Kia Sorento.
Sprint, a sponsor last season, will again back a social media room, while sponsoring the voting across multiple platforms, including Facebook, and a synced-to-broadcast NBC Live online opportunity. It will also give contestants and others phones and tablets. A live stream on NBC.com with a social media correspondent addresses fan inquiries.
Starbucks, which outside of MSNBC’s “Morning Joe” does little national advertising, has been running an effort to help expand jobs in America and will back online content focused on “Voice” contestants helping local communities.
During shows, a la Coca-Cola’s relationship with “American Idol,” there will be a Starbucks café for contestants’ friends and families during an audition stage, while contestants and coaches -- including Christina Aguilera and Adam Levine -- will be seen with an array of Starbucks beverages.
Terry Davenport, a senior vice president at Starbucks, stated: “This collaboration will leverage our shared values -- music and community -- for opportunities to make a positive impact across the country..."