Sydney – Network Ten's reality dance talent search show So You Think You Can Dance Australia which debuted on Feb 3, 2008, has drawn fully integrated sponsorships from Sony Australia, Cadbury and L'Oréal. The three companies join Optus as premier sponsors of Dance Australia in agreements spanning broadcast, digital, outdoor campaigns and in-store promotions.

Sony participation comprises of on-set activity, online sponsorship, integrated TV spots, as well as products featured throughout the live show, rehearsals and backstage. The company will also use its involvement in the Dance Australia brand for retail.

L'Oréal has taken an all-inclusive sponsorship package for its Garnier and Maybelline brands. Garnier runs out-of-program marketing including in-store promotions, online and broadcast, while Maybelline executes the in-program integration.

Cadbury are using both on-air and digital platforms for its “Cadbury Flake Breathtaking Moments” marketing campaign.

Ten's network chief sales officer, Vance Lothringer, said, “(The sponsors) wanted to get involved with the show at every level. Ten's integrated approach meets that need and will ensure that their brands are made accessible to audiences over a variety of media touch-points.”

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