LONDON - Nivea Deodorant is to sponsor ITV's new primetime drama Rock Rivals in a six-figure deal.
The deal, negotiated by Carat Sponsorship, incorporates TV, online and interactive TV campaigns targeting Nivea’s female audience.
Rock Rivals will broadcast from 5 March on ITV1 and ITV2. It stars Michelle Collins and is a fictional look at a TV music talent show.
In an ITV first, the audience will get to vote for the winning talent using interactive TV, echoing shows such as The X Factor.
The campaign was conceived and managed by Carat’s Maria Donaldson.
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