History has signed up Subaru as the presenting sponsor of “Expedition Africa,” the highly anticipated series from Mark Burnett.
Advertisers are interested in becoming part of popular programming, and Subaru’s sponsorship is integrated beyond the traditional 30-second spots that will air.
As part of the deal, Subaru 2.5i Outbacks are being integrated into the storyline of four of the show’s eight episodes. The adventurers on the show, which re-creates Henry Stanley’s quest to find Dr. Livingstone, use the Subarus to complete their journey before the rainy season begins.
History also is creating four co-branded custom vignettes for Subaru that each will air twice during the series. Subaru’s sponsorship also will be announced on billboards that will air during the program, which is scheduled to launch May 31.
Subaru will be part of the show’s tune-in campaign and promotions urging viewers to go to History.com, where Subaru is the exclusive auto sponsor of the “Expedition” microsite.
On the site, viewers will find a “Find the Adventurer in You” quiz as well as links to Subaru.com.
Financial terms of the sponsorship deal were not disclosed.