Coca-cola, Ford Motor and AT&T were three major sponsors of American Idol Season 10. American Idol allowed the three companies to create campaigns for the duration of the show. AT& T was the sure winner of branded names that was integrated in American Idol programs. The telephone giants were responsible for the text votes for the entire American Idol Finals.
Coca-cola on their part has used their creativity by co-producing a song titled “Positive” which was performed by Taio Cruz during the part one of the Season Finale last Tuesday. The song was written by a fans online as a part of the “Perfect Harmony Campaign” of Coca Cola which was celebrating it’s 125th anniversary this year.
Meanwhile Ford on their part had presented a Ford Focus to the Finalist Lauren Alaina and Scotty McCreery as a gift for their favorite teacher. It was part of the automakers Drive One 4 UR School Program.
Ford found it difficult to integrate a car company to fit within the show therefore they rely mostly on videos showing the American Idol contestants riding a a Ford Car and doing a music videos. During the season one of American Idol, Ford had produced it’s first ever commercial video featuring an American Idol hopeful.
Coca-cola on their part had an easier way of integrating their products on the show. The company put a Coke cup on the desk of American Idol Judges so every time the cameras roll on the cup will be presented and the logo itself will flash on the screen of thousand of American and international viewers which is an instant promotional package.
Coke had initiated a cup design program that enables ordinary people to design Coke cups, posted it on Facebook and if chosen, the design will be placed on the Judges table.
AT&T had also teamed-up with cell phone maker Motorola as the official wireless sponsor of the show. They hosted an Idol sweepstakes giving away up to $10 million to the lucky winner.
Multinational companies such as Coca-cola and Ford’s integration had somewhat proven as an effective tools to market their products by name recognition. The soaring popularity of American Idol being watched by millions of people worldwide will definitely brings an enormous rewards to the company such as Coke, Ford and AT&T.
I was seirosuly at DefCon 5 until I saw this post.