Silentnight to sponsor American Idol

Silentnight, the bed and mattress brand, is to sponsor American Idol on ITV2.

The sponsorship begins today (13 January) as the ninth series of American Idol airs in the UK.

The package includes television and off-air activity.

TV idents, created by Studio Liddell, feature Silentnight characters Hippo and Duck and will air before and after the programme.

Off-air activity, negotiated by FremantleMedia Enterprises (FME) includes “Bedroom Divas”, a competition for viewers to win tickets to the grand finale of American Idol in the US.

To win, viewers can submit a video of themselves singing via Silentnight’s YouTube channel or website

The show’s judges, Simon Cowell, Randy Jackson and Kara DioGuardi and joined by Emmy Award-winning talk show host Ellen DeGeneres and the series will include guest judges such as Victoria Beckham and Katy Perry.

The deal was negotiated by ITV Commercial and Feather Brooksbank on behalf of Silentnight.

Separately, Typhoo Tea is the latest brand to partner with Coronation Street in promoting the show’s 50th Anniversary. Harveys, Imperial Leather and Warburton’s are also lined up as ‘Best of British’ partners for the nation’s favourite soap.

The partnership will see Typhoo Tea drinkers rewarded with special edition product and promotions tied in with the Coronation Street brand.

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