Fox Unwraps Ad Innovations and Teams With Old Navy for A Christmas Story Live!

Includes integrations, 6-second ads and Facebook Live backstage access

NBC’s annual December live musical has become a holiday season TV tradition, but for the first time in five years, the network is on the sidelines this month after postponing Bye Bye Birdie Live! due to scheduling difficulties with star Jennifer Lopez. But audiences will still be able to get their live holiday musical fix this year: On Sunday, Fox will air A Christmas Story Live!, based on the iconic 1983 Christmas movie, which later became a 2012 Broadway musical.

And, as has been the case with several recent live musicals, the network is partnering with a major brand—Old Navy, the show’s exclusive retail partner—for integrations, six-second and 30-second ads and Facebook Live backstage access.

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