The show, hosted by Fearne Cotton, features a judging panel including rapper Dizzee Rascal, singer-songwriter Jamie Cullum and Scottish music artist Sharleen Spiteri, and will air on Sky 1 and Sky 1 HD, as well as on Sky Player and Sky Anytime.
The deal covers online, mobile and TV and will run until the end of September.
Phones 4u will sponsor the Sky 1 site, and the show’s campaign site and will have graphic or video pre-roll ads across the show’s video clips.
It will also sponsor the mobile campaign site and the Must Be The Music iPhone app.
The deal will also cover sponsorship of the programme’s follow-up show, ’Meet the Finalists’, as well as repeats on TV.
The show will also be promoted across Phones 4u’s 450+ stores, where the two companies will offer customers the chance to win VIP tickets to the show’s live finale at Wembley Arena.
Dave Shore, BSkyB’s head of sponsorship, said, “Must Be the Music is an innovative show that offers the opportunity to interact and engage with audiences across TV, video-on-demand, online and mobile.”
Russell Braterman, Phones 4u marketing director, said, “Our collaboration with Sky stretches from above the line, to digital, to in store communication, and to staff and customer activity. As such, it’s probably our single most integrated marketing and sponsorship campaign we’ve ever run as a business.”
This month BSkyB revealed its marketing costs topped £1bn last year, and saw revenue increas 11% to £5.9bn in the 12 months to 30 June.
This story first appeared on newmediaage.co.uk