NEW YORK For the second straight year, MSN has signed Honda and Verizon Wireless as its exclusive advertisers for Rockstar.MSN.com, the Web companion to the Mark Burnett-produced summer series Rock Star: Supernova.
This time around, the portal includes customized branded entertainment packages for each brand.
The CBS TV series follows the travails of a makeshift all-star rock band (including former Motley Crue drummer Tommy Lee) holding auditions for a lead singer. This year, besides contestant bios and recaps of performances from the show, MSN is streaming a weekly compilation of original behind-the-scenes footage from the contest, allowing fans to view each performer's weekly preparations for his or her audition.
For Honda, MSN is producing a fantasy game linked from the Rock Star site. Fans will be able to enter several different Honda-hosted pools, betting on which contestants will survive over the course of the series.
As for Verizon Wireless, MSN has built a mobile-themed microsite, where fans will be able to build custom screensavers for their cell phones.