Infiniti, Dell Support Sundance’s Costello Series
Co-Presenting Sponsors Will Have Integrated Elements Within 13-Episode Series
By Multi Channel News Staff -- Multichannel News, 11/30/2008 2:21:00 AM
Commercial-free Sundance Channel has lined up co-presenting sponsors for its upcoming original series, Spectacle: Elvis Costello with…
Hosted by the musician, the 13-part series, debuting Dec. 3 at 9 p.m. (ET/PT), will feature Infiniti and Dell as co-presenting sponsors, with featured, integrated elements.
Where the luxury automaker is concerned the centerpiece of its multi-platform partnership is a 13-part original short-form series, called “The Inspiration Sessions,” which profile four artist and producer pairings and the free-flowing conversation that ensues as they make an album together. Some of the pairings: Chris Cornell and Timbaland, Melody Gardot and Larry Klein, and Dashboard Confessional and Adam Schlesinger. A new episode of “The Inspiration Sessions” will premiere each week during “Spectacle”.
Additionally, an Infiniti branded segment will feature behind-the-scenes footage of Costello’s guests discussing the artists and the music that inspired them.
As for the computer maker, its sponsorship will feature RED & Dell factoids about the AIDS pandemic in Africa. Running throughout the series, this integration supports Dell’s commitment to (Product) RED www.dell.com/joinred, the campaign created to raise awareness and money to fight AIDS in Africa.
Moreover, Spectacle also will house a “Dell Lounge” presence, as show guests and attendees interact with the latest Dell technology and experienced the custom content being produced online to support the series.
Finally, “Discovered” segments will profile established independent musicians and those on the verge of breaking out. “Discovered” shorts will air as in-break vignettes during the series and also be streamed on the Dell Lounge, along with clips comprising archival footage and photography of featured artists from the series.
