Optus and Network Ten today announced a fully-integrated sponsorship of TEN’s highly anticipated So You Think You Can Dance Australia that will deliver Optus spectacular alignment with Australia’s hottest new television format.
Optus’ involvement spans broadcast, online and mobile through a single, all-encompassing deal.
Optus mobile customers will be able to quickstep their way to exclusive video content including backstage pre and post show highlights and backstage drama, interviews, choreographer hosted dance tips and weekly dancer video diaries.
This is the first time TEN has provided a major franchise sponsor the opportunity to jointly promote the show through various marketing and promotional campaigns.
Michael Smith, Optus Consumer Group Marketing Director, said: “This collaboration is an example of Optus seeking out partnerships that will reward our customers with richer content experiences.
“The data explosion started with SMS in the nineties but we are now seeing a higher demand for more advanced and tailored content. The partnership will allow Optus to provide our customers, especially in the content hungry young adult demographic, with the kind of content they want.
“Network Ten’s So You Think You Can Dance reflects the dynamic and energetic content these customers have been asking for and delivers it when they want it and at a price they can afford,” Mr Smith said.
TEN's chief network sales officer, Vance Lothringer, said: “In this deal, TEN’s exceptional skill in aligning sponsors with our key franchises yet again comes to the fore, with Optus enjoying unprecedented access to So You Think You Can Dance through broadcast, mobile and online.
“We've had a long-standing relationship with Optus, and for the first time, we'll be joining forces to promote the show through a number of in-store, in-program and viral marketing and promotional initiatives which will provide Optus with further scope to attract the widest audience possible.
“The US format of So You Think You Can Dance has been a ratings hit for TEN so we're confident that the local production will have the same, if not greater appeal, and the show's 18-49 pull is a logical demographic fit for Optus and their subscribers,” Mr Lothringer said.
Optus content available to mobile customers includes; • Video Content – including backstage dance – made for mobile, best and worst auditions, weekly dancer diaries, weekly best performance clips and more.
• Editorial – includes weekly news, dance trivia and dancer profiles.
• Wallpapers – include dancer images, dance logo and Optus animals.
• Music Tones & Tracks – are purchasable tones and tracks related to performance clips on the show.
Optus Pre Paid and Post Paid mobile customers with 3G compatible handsets will be able to access unlimited So You Think You Can Dance content service packs including video for $2 per week* or customers without video compatible handsets can access unlimited news, alerts, pictures and more for $1 per week†. Music tones and tracks are priced at $5.50 per tone and $3 per full track Optus already offers a constantly expanding suite of mobile content and services including Google, MySpace Mobile, MTV Music Store, eBay, Mobile Instant Messenger, as well as high quality content in the areas of sport, news, weather, shopping and lifestyle from some of the best content providers in the industry.
