[09/24/07 - 10:53 AM]
ABC's "Dancing with the Stars" Partners with Two Mediaedge:cia Clients - At&t and Macy'S
AT&T will provide viewers the ability to vote for their favorite couple via text messaging for the first time.

[via press release from ABC]


The latest edition of the ABC Television Network's hit program "Dancing with the Stars" will bring viewers new and engaging elements thanks to sponsorship deals with AT&T and Macy's, as arranged by Mediaedge:cia, ABC Sales and Integrated Marketing and BBC Worldwide.

AT&T will provide viewers the ability to vote for their favorite couple via text messaging for the first time. This new voting method, available only to AT&T customers, will supplement the current abc.com and toll-free call-in voting methods. After each results show, AT&T customers can also view exclusive, unaired footage from the show on their mobile phones. Additionally, AT&T's groundbreaking Video Share service will be integrated into an episode of the show. Video Share is the first-ever service in the U.S. that allows users to share live video over their wireless devices while participating in a voice call. The AT&T sponsorship deal includes on-air, online and mobile components.

Macy's will sponsor an exciting, brand-new dance performance segment in five "Dancing with the Stars" results shows. The "Stars of Dance presented by Macy's" will feature the best choreographers and performers from different styles of dance and offer viewers performances that represent the peak of achievement in their genres. Kicking off the first of these segments on September 26 is world-renowned tap dancer Savion Glover, who will electrify ABC Premiere Week audiences with a spectacular Gregory Hines-inspired number. The Macy's sponsorship of the "Stars of Dance" segment includes both on-air and online components.

"For Macy's, this brand integration is a natural partnership with a highly visible and wildly popular television property," says Dawn Bullen, senior vice president of Media at Macy's. "We are delighted to bring a new element to this show's loyal viewers, and we think the �Stars of Dance' segment has a nice connection to our brand, particularly with the recent launch of our own star-studded advertising campaign."

"We're excited that we could find a way to create a unique sponsorship that worked perfectly for our clients, Macy's and AT&T, and one of the most compelling shows on television, ABC's �Dancing with the Stars,'" says Fred Dubin, managing partner, Entertainment Marketing and Promotions at Mediaedge:cia. "We have been able to support the marketing initiatives of both companies. For Macy's, it provides them with a stylish platform that complements their overall brand positioning. And AT&T can now offer its customers a new mechanism for voting, access to unseen video on their phones, and the perfect showcase for their extraordinary Video Share service."

"We are delighted that through �Dancing with the Stars' we could meet both Macy's and AT&T's specific marketing objectives while also enhancing the entertainment value of the show for our viewers," says John Sadler, senior vice president, ABC Integrated Marketing & Promotion.

Beginning with a three-night premiere event, MONDAY, SEPTEMBER 24 (8:00-9:30 p.m., ET), a fifth edition of "Dancing with the Stars" kicks off on the ABC Television Network as twelve celebrities will attempt to outshine one another. This fifth season marks the largest and most diverse cast assembled to date and includes an Emmy Award-winning actress, a Vegas icon, an Indy 500 champion, a Spice Girl, a daytime drama star, a Cheetah Girl and a former resident of "90210." As an added twist, viewers get a chance to size up the female vs. the male stars as each gender hits the dance floor on separate nights during the first week of competition.

Among the contestants for this fifth edition are Melanie Brown ("Mel B." a.k.a. "Scary Spice" of the Spice Girls) and partner Maksim Chmerkovskiy; Sabrina Bryan (member of the Disney Channel's "The Cheetah Girls") and partner Mark Ballas; Helio Castroneves (two-time Indianapolis 500 champion) and partner, last season's champion Julianne Hough; Mark Cuban (entrepreneur and owner of the Dallas Mavericks) and partner Kym Johnson; Jennie Garth (actress and former star of "Beverly Hills 90210") and partner Derek Hough; Josie Maran (model, actress and entrepreneur) and partner Alec Mazo; Cameron Mathison (actor on ABC's "All My Children") and partner Edyta Sliwinska; Floyd Mayweather (World Boxing Council Welterweight Champion of the World) and partner Karina Smirnoff; Wayne Newton ("Mr. Las Vegas") and partner, two-time champion Cheryl Burke; Marie Osmond (actress, performer and entrepreneur) and partner Jonathan Roberts; Albert Reed (model) and partner Anna Trebunskaya; and Jane Seymour (Emmy-winning actress) and partner Tony Dovolani.

Hosted by Tom Bergeron ("America's Funniest Home Videos") and Samantha Harris ("E! Entertainment"), the celebrities perform choreographed dance routines which are judged by renowned Ballroom judge Len Goodman and dancer/choreographers Bruno Tonioli and Carrie Ann Inaba.

"Dancing with the Stars" is the U.S. version of the international smash hit series, "Strictly Come Dancing." This version is produced in America by BBC Productions. Conrad Green serves as executive producer and Rob Wade and Matilda Zoltowski are co-executive producers. Alex Rudzinski directs.

About AT&T

AT&T Inc. is a premier communications holding company. Its subsidiaries and affiliates, AT&T operating companies, are the providers of AT&T services in the United States and around the world. Among their offerings are the world's most advanced IP-based business communications services and the nation's leading wireless, high speed Internet access and voice services. In domestic markets, AT&T is known for the directory publishing and advertising sales leadership of its Yellow Pages and YELLOWPAGES.COM organizations, and the AT&T brand is licensed to innovators in such fields as communications equipment. As part of its three-screen integration strategy, AT&T is expanding its TV entertainment offerings. Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at www.att.com.

About Macy's

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at more than 800 locations in 45 states, the District of Columbia, Puerto Rico and Guam. Offering distinctive assortments including exclusive fashion and home brands, Macy's stores are operated by seven regionally based retail divisions -- Macy's East, Macy's Florida, Macy's Midwest, Macy's North, Macy's Northwest, Macy's South and Macy's West -- and an online store at macys.com.

About Mediaedge:cia

Mediaedge:cia (MEC) is the first global communications planning and implementation agency. MEC gets consumers actively engaged with its clients' brands, leading to relevant awareness, deeper relationships and stronger sales. MEC services include consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), retail consultancy, sponsorship consultancy and activation, branded content and entertainment marketing. MEC's 4,000 highly talented and motivated people work with local, regional and global clients from 220 offices in 76 countries. MEC is a founding partner of GroupM, WPP's media investment management group. For further information, visit www.mecglobal.com

  [september 2007]  


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