CINCINNATI (AdAge.com) -- Procter & Gamble Co. will launch a 20-brand tie-in with Survivor on Viacom's CBS next year in a deal that includes advertising, product placement and other content integration, a P&G spokeswoman said.
Publicis Groupe's Starcom MediaVest Group, New York, arranged the sponsorship as part of P&G's $300 million-plus annual cross-platform deal with Viacom, the spokeswoman said. P&G will be one of four major sponsors of Survivor 8, which begins Feb. 1, she said.
The sponsorship, which will span fabric and health, home care, beauty care, oral care and snack brands, is one of P&G's largest entertainment tie-ins ever, she said, surpassing previous deals with American Idol on News Corp.'s Fox.
Spending was not disclosed.
The program will include a contest to choose possible contestants for Survivor 10, to air in spring 2005, promoted next year in-store and through "P&G Brandsaver," a multi-brand national coupon insert and online loyalty program handled by WPP Group's Landor Associates and Bridge Worldwide, Cincinnati.
To enter the contest, consumers will need to buy three P&G products and answer three questions about Survivor 8, which includes an "All Star" ensemble cast of favorite contestants from previous Survivor series, the spokeswoman said. A random drawing of five of the entrants will be interviewed as possible contestants in Survivor 10.
The brands to be featured in the tie-in include: Herbal Essences, Crest, Dawn, Infusium, Bounty, Pantene, Clairol, Olay, Cover Girl, Tide, Secret, Old Spice, Pepto-Bismol, Aussie, Charmin, Zest, Pur, Pringles and Downy.
CORRECTION: An earlier version of this story incorrectly reported Procter & Gamble Co.'s advertising and product-placement portion of the 20-brand tie-in begins with with Survivor 10. The tie-in actually begins with Survivor 8, which starts Feb. 1, while the contest is for possible appearances on Surivor 10, which airs in spring 2005.