Mindshare Secures Yorkie To Sponsor ITV Driving Test
MindShare has secured a deal with Carlton that will see Nestlé Rowntree’s Yorkie sponsor ITV1’s forthcoming interactive special, The Great British Driving Test, which attempts to establish whether men or women are better behind the wheel.
The prime-time programme, due to be screened next Monday, features elements of the BBC’s Test The Nation with guests, celebrities and viewers testing their abilities in a number of virtual driving scenarios.
Audiences at home will be able to take part in the show via phone, text or email, they will also be able to interact with the programme online via a dedicated Yorkie-branded website at www.itv.com/drivingtest.
The six-figure deal includes a range of credits, break bumpers and promotional trailers using the strapline: “Like Driving, It’s not for girls”. The sponsorship will be supported by tactical PR and a cross-media campaign including online, outdoor and national press.
Yorkie is also sponsoring a test sheet to be published in the Sun on the morning of the programme in an attempt to allow readers to keep a written record of the answers posed during the show.
The deal represents Yorkie’s most high-profile sponsorship arrangement following previous partnerships with Soccer AM on Sky Sports and FHM. It is intended to tie in with the brand’s ‘Not for Girls’ campaign, which has been running for the last two years.
Meanwhile, it is understood that Granada Enterprises is currently in negotiations with Cadbury Trebor Bassett to prevent the confectionery giant ending its £10 million sponsorship of Coronation Street after almost a decade (see ITV Negotiates To Keep Coronation Street Sponsor).
ITV: 020 7843 8000 www.itv.com
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