So You Think You Can Sponsor?

ikrichter-so-you-think-you-can-danceThis week the finale for the Emmy-nominated reality hit show So You Think You Can Dance airs on Fox television, but if you’re one of the 8.9 million viewers that tune in weekly you’ve already cleared your schedule for this Wednesday and Thursday nights at 8/7c to find out who America chooses as its favorite dancer. SYTYCD is one of my absolute favorite television shows (if you didn’t already know that from reading my bio and the answer to question 3 – What is the TV show you have to set your Tivo for?) and it is also a favorite among the other employees here at Pinnacle. And it is no surprise as since its debut with Season 1 in 2005, it has consistently been among the top in the ratings, generating spin off versions of the show in New Zealand, Ukraine, Turkey, Israel, Canada, Germany, Greece, Poland, Malaysia, Norway, the Netherlands, South Africa, and Australia (whew!) with more countries in the works. The major triumph of the show, however, – while offering a unique opportunity for contestants ranging from national competition winners, to unknown street dancers – is that it has brought dance to the forefront of American culture and shown how this creative outlet can have such a positive impact on the nation’s youth.

Riding on the tails of this success are the sponsors of SYTYCD. Product placement and brand integration have become a huge part of the television industry, extending to the realm of reality TV, and their advertising strategies have become a lot more cultivated than just putting a company name or logo on the judges’ platform. One of the sponsors for season four of SYTYCD was Unilever’s Snuggle fabric softener. They used the show to market their new Snuggle with Fresh Release fabric softener. With its tagline, “Simply make a move and feel the freshness,” they tied the product into the dancing theme and furthered this connection with segments featuring contestants and viewers showing off their “Happy Dances.” Snuggle even had viewers submit their happy dance videos and sponsored a sweepstakes with a top prize of a trip to the show’s finale.

Although your company may not have a budget large enough to sponsor a television series like So You Think You Can Dance, there are sure to be tons of other organizations in your community that are looking for local corporations to aid in their causes, and in turn, provide exposure to your brand. Sponsoring a team or event is one of the most effective ways to get your brand noticed. Sponsor a local youth sports team and have your company name and logo imprinted on the sleeve of their athletic and teamwear, giving you tons of brand visibility. You can even customize a schedule magnet to give out to fans, displaying the team’s game schedule, and your company’s name and logo. Parents and fans will be sure to support your company, as you have supported their team.

Be sure to tune in to the So You Think You Can Dance finale this week to find out whom America votes as its favorite dancer (I’m rooting for Kayla!) and don’t forget to pay attention to all of the corporate sponsors!

Creative Writing Intern
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