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Match.com will be the season-long sponsor of TBS’s new sitcom My Boys, about a young woman’s dating life.
The deal, orchestrated by Mullen’s MediaHub, is estimated at $1 million to $2 million. Match.com will be featured prominently in two episodes and play cameo roles in the rest.
My Boys will be identified as “sponsored by Match.com” in a television, print, radio and online promotional campaign that TBS is creating, The New York Times reports. Also, a character will post a profile on Match.com, billboard-style ads for Match.com will be on a special My Boys Web site, and My Boys and Match.com will be discussed on Movie and a Makeover, another TBS show.
The goal of branded entertainment is to counter viewers’ increasing ability to ignore or avoid traditional commercials. More and more advertisers are getting involved, including Coca-Cola, General Motors, Philips Electronics North America, Procter & Gamble and Unilever.
Yesterday, AMC announced a new ad package called the Lincoln Friday Night Feature, sponsored by the Lincoln Mercury division of the Ford Motor Company.
MediaHub made the My Boys deal during the recent upfront market. The creative agency for Match.com is Hanft Unlimited.
“The ‘leap into the void,’ “ John Moore, senior vice president and group media director at MediaHub said, “is this show has no track record.”
But he thinks the rewards outweigh the risks. TBS is giving My Boys its most coveted time slot, after Sex and the City. Early reviews of My Boys are mixed to positive.
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