‘Toyota’ replaces ‘Nissan’ the official auto partner of the reality singing competition “The Voice” for four seasons, by signing as the exclusive auto sponsor of NBC’s “The Voice” for the next two seasons.
Toyota is sponsoring “The Voice” Snapchat story and is the first maketer to take advantage of NBC Universal’s advetising offering on Snapchat. As a part of the deal, thye Snapchat story will contain five, short-form videos that feature user-submitted performances. Based on these submissions, "The Voice" coaches select a contestant to appear on the broadcast premiere of the show.
NBCU made a deal with Snapchat in August to produce original content for the platform. Aside from "The Voice," NBCU is also creating content around "Saturday Night Live" and "The Tonight Show Starring Jimmy Fallon," among others. The deal with Snapchat also includes an ad partnership that allows NBCU to sell Snapchat ad units as part of its packages.
Paul Telegdy, president-alternative and reality programming, NBC, via an email said, “Toyota is the first automotive partner that is excited to be a part of the artists' journey from blind audition to the live rounds, They support our emerging musicians and that is extremely import to us.”
As Nissan is focusing on its College 100 program, the Heisman House campaign with the Heisman Trophy Trust, ESPN and ABC and its recently announced partnership with Lucasfilm for "Rogue One: A Star Wars Story", Nissan decided not to re-up the partnership with the series.