LINCOLN AND PEPSI TO SERVE AS OFFICIAL SPONSORS FOR SEASON TWO OF “EMPIRE”
FOX Broadcasting Company (FOX) and 20th Century FOX Television (TCFTV) today announced that The Lincoln Motor Company and Pepsi will serve as official sponsors of the second season of EMPIRE, broadcast television’s biggest hit. The powerful family drama returns Wednesday, Sept. 23. It appears that Cookie and Lucious will be enjoying a lot of Pepsi this season.
Lincoln returns to EMPIRE as its official automotive sponsor both on- and off-air, having served in the same capacity during its inaugural season. Lincoln’s Season Two partnership includes in-show integrations and placements; and sponsorship of the EMPIRE Season Two Premiere Event.
The comprehensive sponsorship of EMPIRE by Pepsi includes in-show integrations; sponsorship of the EMPIRE Season Two Premiere Event; digital and social extensions throughout the season; and a multi-platform off-air marketing partnership. Pepsi is the official beverage sponsor of EMPIRE both on- and off-air.
“Lincoln has had a longstanding strong relationship with FOX, and we are delighted to be partnering with EMPIRE for a second season in a row. The momentum of the show is a great platform to communicate the new and exciting Lincoln product portfolio in a contextually relevant way,” said Lee Jelenic, Lincoln Marketing Manager. “We are particularly excited to communicate our new class-exclusive Revel sound system on a show built around music.”
“Empire,” the breakout Fox drama, will be officially sponsored by Pepsi and the Lincoln Motor Company for its upcoming second season, the network announced recently.
The deal will include product placements and in-show integrations for the two brands.
For Pepsi, it will include “digital and social extensions throughout the season; and a multi-platform off-air marketing partnership,” according to the network.
While Lincoln returns as a sponsor to the musical drama after its ratings powerhouse first season, Pepsi has never done a sponsorship of this level with a scripted series.
The cola company has had other official sponsorships and product integrations for reality shows like Fox’s “The X Factor.”
“We’re excited to be working with ‘Empire’ — the hottest show on television today,” Adam Harter, vice president of PepsiCo consumer engagement said in a statement.
The financial aspects of the deal were not announced.
“Empire” will debut its second season on September 23. The series, which stars Terrence Howard as a hip hop mogul, caught the attention of viewers last season to become one of the top rated shows on network television.
The TV industry also took notice seeing that the show went up in viewership with each episode — a streak that defied TV trends.
The big audience of “Empire” helped turn around the fortunes of Fox, which was struggling in the ratings before the show premiered in January, and has been a big hit with African-Americans.
In May Fox announced that the second season of “Empire” will be split into two parts with the first part taking place in the fall and the second debuting in the spring.
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