BT To Sponsor Celebrity Big Brother
Channel 4 has secured BT as the sponsor of its second series of Celebrity Big Brother, which is due to start later this month.
BT will be using the sponsorship as part of its drive to promote its broadband service and idents will appear on the shows on Channel 4 and E4. The media planning and buying was handled by The Allmond Partnership.
As part of the campaign, BT have created a broadband website where viewers can watch live streaming from the Celebrity Big Brother house.
The sponsorship is just one of many methods BT have recently employed to promote its broadband service. In particular, it is offering free internet, e-mail and text messaging from its high street kiosks in order to encourage people to upgrade.
Earlier this week, Channel 4 launched its marketing campaign to promote Celebrity Big Brother (see Channel 4 Launches Celebrity Big Brother Campaign), and is obviously hoping the winning Big Brother formula will continue to satisfy both advertisers and viewers.
Channel Four: 020 7396 4444 www.channel4.com
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