Thursday, May 17th, 2012
Fox Soccer Channel is now trying its hand with branded entertainment. The network recently created the Super Sunday Plus, a 90-minute highlights show that covers global soccer. The show is set in a British Pub, where hosts Christian Miles, Keith Costigan and Gary Richards have round table discussions about the latest news in global soccer.
Super Sunday Plus is sponsored by Bass Ale.
As reported by AdWeek, The advertiser was seeking a unique integration opportunity, said Mike Petruzzi, vp, national advertising sales at FSC. The integrated approach was launched mid-month and runs through the fourth quarter, with the possibility of an extension for one additional year.
Petruzzi strengthened his support for the campaign by saying, This is the direction that the nature of the [branded entertainment] business is going. You can’t just sell 30-second spots. You have to sell platforms and concepts to bring a brand to life.
With this new campaign, the beer manufacturer wants to improve name recall, which hopefully- translates to better sales.
