BET signs Toyota as series sponsor for reality talent show 'Sunday Best '

By Anthony Crupi
MediaWeek
(October 9, 2007) BET Networks has lined up Toyota as a first-time ad sales partner, signing the automaker on as a sponsor of its new original series, Sunday Best.

As part of the deal, Toyota’s most popular model will be featured in a series of short-form vignettes that will appear on-air and online at BET.com. Filmed inside a 2008 Camry sedan, the “Toyota Camry Confessions” will highlight the back stories of each of the 60 Sunday Best contestants, a diverse group of gospel singers competing for a recording contract.

The brand will also be featured in a backstage green room dubbed the Toyota Camry Cam Lounge, and the winner of the contest will win a new Camry.

The Toyota campaign will run through the Dec. 4 series finale. The Camry has claimed the title as the country’s top-selling automobile for seven consecutive years.

Procter & Gamble’s Tide is also sponsoring the series, buying time on BET to promote its Loads of Hope program, which was originally launched as a means to provide clean clothing to families in New Orleans who lost their homes in the wake of Hurricane Katrina.

“By teaming up with Toyota and Tide, we’re seamlessly weaving the integrity of the brands involved into the fabric of each episode of Sunday Best,” said Alvin Bowles, senior vp, integrated marketing, BET Networks. “Our goal was to move beyond the traditional 30-second spot and come up with compelling, creative ways of promoting our advertising partners to our viewers while still staying true to the show, the contestants and their stories.”

Other Sunday Best sponsors include AT&T and KFC.
 

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