Oxygen Media has secured a fully integrated sponsorship deal with IKEA for the fifth season of “Tori &Dean: Home Sweet Hollywood.” The integration deal, the first ever with the home furnishing retailer, targets Oxygen’s social and influential Generation O audience and will be featured on-air, online, and integrated in two episodes of the hit series’ new season, premiering on an all-new night, Monday, April 5 at 10PM ET/PT. The deal also marks a first time sponsorship for www.OxygenLive.com, the network’s real time water cooler social destination which has become a powerful driver for Oxygen’s recent record-breaking ratings.
Oxygen’s integration deal with IKEA’s home furnishing line zeros in on Oxygen’s Generation O viewer, who is setting up their new home spaces, transitioning from one stage of their life to another. The sponsorship consists of IKEA on-air billboards, tagged tune-ins, and weekly vignettes with exclusive footage throughout the season. The two in-episode integrations will feature a complete kitchen renovation by IKEA.
On the digital front, IKEA will sponsor www.OxygenLive, which for the first time ever, will bring a three-screen experience to its fans, now including mobile chat. On premiere night, Tori Spelling and Dean McDermott will chat and tweet as well as join fans via live video for the first time before the show, during breaks and after the show to talk about the episode — another huge bonus for the series’ fans.
The third screen addition to OxygenLive will allow fans to post comments from their mobile device directly into the OxygenLive experience so they can react, and interact with “Tori & Dean: Home Sweet Hollywood” wherever they are. Plus, the online deal will feature sponsored content on the “Tori & Dean: Home Sweet Hollywood” show site on www.Oxygen.com, along with series photo galleries and banners.
On-air IKEA commercials began airing on Oxygen on March 29.
“IKEA’s multiplatform partnership with ‘Tori &Dean: Home Sweet Hollywood’ is a perfect fit – environment of home, the pitch perfect audience who is buying and influencing their friends as they engage and interact with the show,” says Susan Malfa, Senior Vice President, Ad Sales, Oxygen Media. “Their deep integration and alignment with one of our most successful franchises allows them to connect directly to the Generation O viewer.”
“With Tori and Dean’s focus on home and family, it just made sense for the series to collaborate with IKEA, the home furnishings experts,” says Alia Kemet, IKEA USA media manager.
Launched in December 2009, www.OxygenLive.com brings its brand to consumers wherever they are with a platform-appropriate experience for them around its original programming. For every original series, 52 weeks a year, Oxygen launches its social dashboard — including live feeds from Twitter and Facebook – offering a live chat with cast members and Oxygen producers as well as interactive voting on hot topics. The OxygenLive component helped propel season four of “Bad Girls Club” to unprecedented heights, making it the network’s best performing series ever.
This season, “Tori & Dean: Home Sweet Hollywood” will offer an even closer look into Tori and Dean’s family life and at their own relationship, which will include a first-ever Spelling-McDermott cross-country family road trip.
Tori Spelling and Dean McDermott created the series and executive produce the series along with Fenton Bailey and Randy Barbato of World of Wonder Productions. Richard Courtney and Robert Sizemore serve as co-executive producers.