Pontiac, Burger King, Boost Mobile Buy Into Show

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DETROIT (AdAge.com) -- For the first time since it started televising its annual Hip-Hop Awards, The Source magazine is selling sponsors integrated advertising
'The Source' magazine sponsors the Hip-Hop Awards.
deals that includes product exposure in televised show content.

Hip-hop culture
The publication, which touts itself as "The Magazine of Hip-Hop Music, Culture & Politics," has signed General Motors Corp.'s Pontiac brand as a presenting sponsor for the second year, with Burger King Corp. and Nextel Communication's Boost Mobile coming aboard for their first go-around as presenting sponsors. The Hip Hop Awards takes place from Oct. 8-10. An edited version of the show will be broadcast on BET Nov. 30 and rebroadcast a minimum of three times.

The sponsors for what is widely viewed as the Super Bowl of hip-hop are paying from the mid- to upper six-figure range for their promotional deals, said David Mays, CEO of The Source Enterprises.

Parties, celebrities, rap battle
Presenting sponsors get on-site branding at the weekend parties, celebrity basketball, rap battle and brunch surrounding the awards. The marketers will also have their branding and content on thesource.com and sourceawardsweekend.com for roughly eight weeks as well as radio ads in about 55 major markets for four weeks.

Mary Kubitskey, ad manager of Pontiac, said the deal evolved from a media buy with the magazine and BET. While Pontiac hasn't determined exactly how its 400-horsepower GTO will be integrated into the awards show, Ms. Kubitskey suggested the car may be driven on stage during the program.

Photo: AP
David Mays, CEO of The Source Enterprises.
She added, "we are getting a lot of good exposure, especially from the program guide and magazine."

The advertising package includes ads in the event's program guide, of which 700,000 are sold on newsstands, Mr. Mays said.

Phone product used on-air
Boost Mobile will show off its walkie-talkie phone feature during the show; the plans call for an on-air stage presenter to use a Boost Mobile phone to chat with an award winner not attending the function.

The Source Awards were originally created in 1991 as part of MTV's Yo MTV Raps. The Source Hip Hop Awards were first televised in 1995 in syndication and then had a three-year stint on UPN starting in 1999. This is the award show's second year on BET.

Last year's top-line sponsors included Deutsche Telekom's T-Mobile, Nike's Jordan brand and video-game publisher Activision.

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