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More Marketing Endorsements via American Idol

If it’s popular the Advertisement will come. Also the product endorsements and Tie-ins. American Idol Machines continues to roll and advertisement companies continue to salivate at the opportunities.
Simon Cowell is not always the friendliest guy around, but that’s not stopping American Idol from teaming with McDonald’s for a Happy Meal promotion.

Idol also has lined up off-air promotions with Pringles and Samsung, along with previously announced promotional partners Nestle and Dreyer’s ice cream.

It is the first season that Idol, known for its prominent on-air integrations and sponsorships, has launched a major off-air promotional program with advertisers.

A spokeswoman for McDonald’s confirmed that the Idolpromotion involves Happy Meals but declined to provide further details. She said it would involve the usual Happy Meal media mix, which most often involves TV spots. McDonald’s is close to finalizing the deal with Idolco-producer and licenser FremantleMedia and Idolcreator 19 Entertainment, she said.

For Pringles’ promotion with Idol, the brand’s first long-term partnership with an entertainment property in its 37-year history, the Procter & Gamble property said it will feature limited edition Idol-branded cans, an Idol-themed 15-second spot that will run during broadcasts of the show, and a national sweepstakes offering one winner a trip to Los Angeles for the Idolfinale.

Pringles also will launch the first Jingles for Pringles contest, a nationwide online search for unique expressions about the stacked potato crisps. Twelve finalists who submit videos of themselves performing jingles about the brand will receive an Idoldigital video camera. The winner, chosen by a nationwide consumer vote, will receive VIP ticket packages to the Idolfinale in Los Angeles, including hotel and transportation.

“This partnership will allow our fans to engage with the show in new ways through multiple channels,” said Michele Welch, director of integrated marketing, FremantleMedia Licensing Worldwide, North America.

For its part, Samsung will be the featured handset in all of Idolintegration partner Cingular’s advertising around the show. Dreyer’s Slow Churned ice cream is introducing five new Idol-themed flavors—Choc ‘N’ Roll Caramel, Hollywood Cheesecake, Soulful Sundae Cone, Triple Talent and Take the Cake—and is asking Idol fans and ice cream lovers to vote on their favorite flavor at Slowchurned.com.

The winning flavor will become a permanent offering in the Show Churned ice cream lineup. Fans who cast their votes also will be entered for a chance to win prizes including a 50-inch HDTV wide screen plasma TV, an Idolice cream party for up to 75 guests and a grand prize trip to the Idolfinale.

Ace Young, a finalist from last season’s Idol, will surprise 11 consumers participating in the online voting by showing up at their homes where he will serenade their guests at Dreyer’s-sponsored ice cream parties. The Dreyer’s promotion includes national TV ads, radio spots across several markets and in-store displays.

“We’re spending more on this program than we really ever have in terms of a promotion,” said Suzanne Ginestro, senior brand manager for Dreyer’s and Edy’s Slow Churned ice cream.

The Dreyer’s promotion already is showing significant signs of success just a month after its launch in grocery stores, with year-over-year sales up more than 20% and the brand experiencing what it describes as “unprecedented levels” of support from its key retailers.

“American Idol is watched by the whole family, and it blows the doors off of reaching everyone in the household, more than any other show,” Ginestro said.

As part of Nestlé’s promotion, specially marked packages of Nestlé chocolate bars will include one of eight letters, and the five fans who collect the series of wrappers that spell the phrase “Go to Hollywood” will win the grand prize package of a trip for two to Hollywood including tickets to the Idol performance and results finales.

“Because the property itself has such a broad appeal, it was a great way for us to build a promotion that would have great appeal across all our brands as well,” said Dena DiSarro, promotions manager for Nestle Confections & Snacks. The Nestle promotion will feature Idol branding on more than 70 million candy bars and involve print and online ads as well as in-store displays.

“Right now it’s an amazing time for American Idol in terms of pop culture,” DiSarro said. “We can leverage that popularity and deliver it to our customers.”

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