NEW YORK — The USA Network and Sonic Drive-In have teamed up for a multimedia co-branded marketing partnership.
The campaign debuts Jan. 11 during USA Network's fifth season premiere of the top-rated country music series NASHVILLE STAR.
According to a news release, the expansive partnership with Sonic includes the first-ever entitled sponsorship of NASHVILLE STAR, plus extensive promotional, on-air, in-store and online co-branded content.
The USA Network created a scripted sponsor-integrated vignette featuring co-host Cowboy Troy and NASHVILLE STAR judge Anastasia Brown. According to a news release, some of the commercial was filmed at a Sonic location in Clarksville, Tenn. It teases the old adage that "something bad has to happen to you to write a country music song." The :40/:30 spot is scheduled to air on USA Network beginning Dec. 1 and will continue in rotation for the duration of the series.
Sonic is executing a sweepstakes for the show and promoting it through in-store marketing.
Online, Sonic will receive a customized presenting sponsorship of NASHVILLE STAR microsite including rich media banners, video pre-roll and exclusive ownership of the contestant bios, behind the scenes content area and the "What Rocks in Vegas, Rolls in Vegas" NASHVILLE STAR sweepstakes. Additionally, both usanetwork.com and sonicdrivein.com will link to one another.
