“American Idol” has Ford; now Fox’s “The X Factor” will have Honda to shill for during its upcoming season.
The network, along with FremantleMedia North America and Syco Entertainment, said on Friday that the car company will serve as the official sponsor for the third season of the singing competition.
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The campaign will promote the launch of Honda’s 2014 Odyssey minivan; it will include three in-show integrations, digital-voting sponsorship and off-air rights.
Honda also will claim ownership of a Fan Rewards program, which gives viewers points to use for “X Factor” and Honda merchandise if they click and interact their way through the show’s “digital landscape.”
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“The X Factor,” featuring Simon Cowell, Demi Lovato and new judges Paulina Rubio and Kelly Rowland, kicks off its third season with a two-night premiere on Sept. 11 and 12.