Verizon Wireless sponsors Spielberg TV reality show

Verizon Wireless is one of two premiere sponsors behind a new TV show that overtly places brand names and products in budding filmmakers’ creative talent. The filmmaking competition, “On the Lot,” will prominently feature its partners, Verizon and Ford, in the TV show, as well as in the films produced by the contestants aspiring to win the $1 million DreamWorks development deal.
Whether the deal will become a cash cow for Verizon Wireless is still to be seen. But, after another season of “American Idol,” in which AT&T Mobility counted another year of record-breaking premium SMS votes thanks to its six-year running deal, you can bet other wireless carriers want a piece of the action.
Fox Interactive Media announced the voting system will be run by Telescope, the same company responsible for “American Idol” and more than 100 other TV show sweepstakes and competitions. Viewers will be able to vote via SMS on Verizon Wireless, toll-free or online. Telescope also plans to provide mobile trivia games and reminder alerts.
Why did Verizon Wireless choose to get involved in the project?
“It’s about the full component, the full wireless experience that we like to get involved with,” said Lou Rossi, director of media at the carrier. “Fox is a good partner of ours,” he said, adding that conversations about the show have been going on for about a year.
Verizon Wireless subscribers will get exclusive behind-the-scenes footage from the show, including outtakes, contestant bios and more than 40 original short films to be featured on the show.
The carrier is also sponsoring an online moviemaking challenge tied to the show. The grand-prize winner’s short film will be featured on Vcast Video. Fox, Steven Spielberg’s DreamWorks Television and executive producer Mark Burnett Productions jointly negotiated the product integration and sponsorship deals with Verizon and Ford, both of which were the top bidders in the wireless and automotive sponsorship categories.