MUMBAI: US broadcaster Fox has announced that Ford Motor Company, Coca-Cola and Cingular Wireless will return as sponsors of its reality based show American Idol.
On 18 and 19 January the debut episode of the fourth season attracted a record-breaking 65.6 million viewers. Ford has been a leading supporter of the show since the show debuted in the US in 2002. Ford vehicles will again be featured during the "Idol" action, as contestants will be seen driving and riding in a variety of the automaker's cars, trucks and SUVs.
The show will serve as the key platform to integrate Ford's next generation of all-new vehicles, all built for the road ahead, including the 2005 Focus, Mustang, Freestyle and Escape. Ford will also give the winner of the show the keys to the 2005 Ford Mustang.
A variety of branded elements and programmes will connect Coca-Cola and fans of the show, while helping to bring them closer to the shows experience. The contestants will interact and prepare in an updated version of the popular Red Room. A series of Coca-Cola behind-the-scenes interstitials will provide viewers an insider's perspective on what contestants experience as they work to Make the Dream Real.
During commercial breaks, viewers will also see Coca-Cola ads from the new "Make It Real" campaign, which debuted during the show's season premiere. Other activities designed to provide consumers with a completely integrated show experience are planned for a variety of retail outlets in the US where Coca-Cola is available.
Meanwhile Cingular will highlight the suite of LG phones including the new F9100 handset, the perfect text voting phone from LG Mobile Phones, and showcase interactive text messaging through a variety of fun and engaging marketing activities. Fans can use their wireless handsets to text message their vote for their favorite contestants each week, chat with contestants, play interactive games, download ringtones and graphics and participate in weekly trivia contests, as well as enter the American Idol sweepstakes.
New to the scene is Cingular's Fan Club Appreciation. Details of this new programme will be shared later in the season, so stay tuned!
