BET teams up with Toyota, McDonald’s for “College Hill” partnership

(October 23, 2007) BET Networks today announced it has secured ground-breaking integrated marketing partnerships with Toyota and McDonald’s in support of its new original series College Hill Interns, an exciting spin-off of BET’s wildly popular reality series, College Hill, the #1 original series in BET history. The unique sponsorships will be featured in key projects throughout the show, which is premiering Tuesday, October 23 at 10:00 p.m. ET/PT.

“It’s terrific that such strong and celebrated brands like Toyota and McDonald’s have come to BET for new and innovative ways to get their messages out,” said Louis Carr, President of Broadcast Media Sales, BET Networks. “We’re so happy to partner with them on College Hill Internsand create such integral roles for them within the show.”

“For College Hill Interns, we worked with Toyota and McDonald’s to create projects for the cast members that would not only give them a real taste of the professional world, but that would also showcase the brands in a smart and exciting way,” said Alvin Bowles, Senior Vice President, Integrated Marketing, BET Networks. “I’m thrilled that we were able to develop challenges that really added to the already compelling dynamic of the show.”

“Aligning Toyota Yaris with College Hill Internswas an ideal partnership to help resonate with one of Yaris' target demographics," said Dionne Colvin, National Manager, Advertising and Community Strategy for Toyota. "Additionally we were able to integrate the spirit of the Yaris vs. Yaris advertising campaign into the storyline. The Yaris vs. Yaris campaign playfully engages different forms of battling from the hip hop culture and that same competitive energy is utilized throughout the course of the show."

Through BET’s partnership with Toyota, the show’s interns will work on a national print ad campaign for the Toyota Yaris brand, which will be judged by Dionne Colvin and Burrell Communications Group, a full-service African American marketing communications agency. The winning team’s ad will appear in the December/January issue of Complex  magazine. Also, the cast will drive their Toyota Yaris vehicles everywhere they go – from the challenges, to various locations in the Chicago area. In addition, the two intern teams participated in a Habitat for Humanity project, where each team had the assignment of helping to build a house for a woman and her family.

For the project with McDonald’s, College Hill Internshas the cast working on the McDonald’s Emerging Artist Tour Event, starring Sean Kingston, in Chicago. Each year, McDonald’s has a national live tour focusing on connecting with a youthful audience through music, and the interns’ job was to plan, promote and help execute the event on behalf of the brand. In addition, the interns are shown eating McDonald’s meals in various episodes, and visit a historical McDonald’s location during the Great Chicago Race scavenger hunt.

Other promotional partners for College Hill Internsinclude Procter & Gamble, Rhapsody and General Mills.




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