A three month deal between Bauer and NOW TV will see the on demand service sponsor Magic Drivetime and heat radio’s daily showbiz bulletins.
The activity will see NOW TV credits placed around entertainment features on Magic, plus a takeover of the online Green Room at Magic.co.uk with NOW TV social feeds.
There will also be activity across heat, with showbiz sponsorship, native content in heat magazine and an online hub at heatworld.com.
Abby Carvosso, Group MD, Bauer Advertising, said: “Our outstanding entertainment credentials, with influential brands such as heat and Magic at the heart of popular culture, offer the perfect platform for NOW TV. Aligning the brand directly with the entertainment world, NOW TV can benefit from a raft of opportunities to engage with our valuable and TV and movie-loving audiences. This is a great example of how we can deliver an innovative multiplatform solution to clients, with true audience engagement.”
Jana Mollet, Head of Brand Advertising, NOW TV, said: “Having run multi-brand partnerships with Bauer in the past we had every confidence in their ability to execute a highly engaging and reactive campaign. By working with brands such as heat and Magic, we have direct access to influential audiences, who are passionate about entertainment content. The multiplatform campaign, including everything from native content to social interaction, is really exciting for us.”
The deal was brokered by MediaCom and managed by TPF.