BMW exclusive partnership with Multi Channel Network

Luxury vehicle brand BMW has been announced as the exclusive automobile partner for the Multi Channel Network,

The announcement:

Multi Channel Network (MCN) today announced BMW as 2013’s exclusive automobile partner for a new sponsorship package, which includes FOXTEL movies, the Showcase channel and top HBO and Showcase programs.

The partnership will see the luxury vehicle brand sponsor 12 international TV series, including the much-anticipated season three of Game of Thrones. Other key programs are HBO’s True Blood, season six and Boardwalk Empire, season four as well as Showcase’s Breaking Bad, season six and Sons of Anarchy, season six – full list below.

Sponsorship for these popular shows will extend across both television and through pre-rolls on FOXTEL’s GO ipad service once HBO content is available for download. BMW will use the partnership to promote a variety of car models over the course of the year, such as the 3 Series, M Sport, X1 and X5.

MCN’s Strategic Integration Director Elizabeth Minogue said the new partnership aimed to accelerate Australian viewers’ access to premium content, particularly across multiple screens.

“Research has shown that most FOXTEL homes are now using tablet devices and smartphones as a secondary screen, so it was vital that our new premium sponsorship package incorporated a mobile element,” she said. “Our new partnership with BMW allows subscribers to enjoy award-winning movies and highly rated international programs whenever and however they choose.”

Ms Minogue added that the on-air and on-the-go integration meant BMW could also expand their reach to highly desirable consumers.

“The addition of mobile sponsorship means BMW can now communicate beyond the television set and drive the value of their message even further,” she said. “The new package and multiple touch points connects BMW with a target audience that’s of strong relevance to their brand. There is a clear synergy between the channel and program’s viewership and BMW’s consumer community.”

The partnership has been managed by BMW’s strategic media agency Vizeum.

Vizeum Business Manager Adrian Venditti said: “When we first heard about the output deal between MCN and Showcase to exclusively broadcast HBO content in Australia, we knew immediately it was a partnership opportunity we had to take to BMW.

“HBO’s reputation as a progressive and premium provider of content and the popularity of their programming made it the perfect environment to target BMW’s hard-to-reach audience.

“The partnership, which allows for integration across multiple platforms, is something that we are genuinely excited about and the potential to further associate the two brands in the future is even more attractive,” he said.

All HBO programs are ‘Express from the US’, with premiere episodes airing on the Showcase channel, which are under the FOXTEL movies Channel Group.

HBO programs BMW are sponsoring:
· Girls season two

· Enlightened season two

· Witness (Michael Mann Documentary Series)

· Veep season two

· Newsroom season two

· Eastbound and Down season four

· Treme season four

· Boardwalk Empire season four

· Game of Thrones season three

· True Blood season six

Showcase programs BMW are sponsoring:
· Breaking Bad season six

· Sons of Anarchy season six

Source: MCN press release.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.