James Corden's Carpool Karaoke brings McDonald's and Coca-Cola onboard as organic sponsors
CBS has begun monetising the popularity of James Corden's Carpool Karaoke with brand partners McDonald’s and Coca-Cola among the first sponsors to come on board.
Carpool Karaoke sponsorship
In the most recent installment of the popular segment on The Late Late Show with James Corden, CBS organically integrated the two brands into the programme when Corden and guest Selena Gomez stopped by a McDonald’s drive through during the Carpool Karaoke interview.
The move is part of a three-way summer ad campaign called ‘Sip. Share. Win!” and will include a Shazam competition encouraging customers to use their mobile devices to record their own karaoke videos using selected Coca-Cola McDonald’s cups with lyrics on them.
As part of the partnership CBS’s The Late Late Show and Carpool Karaoke's branding will feature on McDonald’s packaging across more than 14,000 McDonald's restaurants in the US. Customer prizes will also include an all-expenses-paid trip to L.A. to attend the filming of The Late Late Show and a yearlong subcription of live music from StubHub.
Jo Ann Ross, president of network sales for CBS said the partnership was a “great promotion for us and for the show and confirmed that many other brands are interested in sponsoring the show.
A lot of clients are interested in sponsoring it and being a part of it. We wanted it to make sense and wanted it to work for both the show and the clients," said Ross.
While no other brands have been announced, the show has reportedly attracted the attention of prospective brands in the areas of automotive, fast food and music services, all of which would continue the organic nature of the sponsorship.