Sonic Cooks Up Sponsorship Deal with TBS

The drive-in restaurant chain Sonic has signed on as a returning sponsor of TBS’ original comedy series The Bill Engvall Show, which returns for its third season on July 18.

The deal includes integrations within select episodes of Engvall, as well as tagged tune-ins and on-air billboards. Banner ads touting Sonic’s “Chillers” beverage line are now live on the show’s dedicated microsite, and branded pre-roll will introduce online episodes following their on-air premieres.

Sonic is also promoting its association with the Engvall strip via “Sonic Radio,” the audio program that plays over the drive-in chain’s outdoor speakers. Among the custom marketing elements are a segment dubbed “Ask Bill,” in which the comedian answers fan mail, and a daily giveaway where listeners parked outside participating Sonic outlets can dial in for a chance to win Engvall premiums (DVDs, caps, T-shirts, etc.).  

“Strong relationships are essential in creating and, more importantly, sustaining business in today’s marketplace,” said Katherine Johnson, senior vp of Turner Entertainment Promotions Marketing, by way of announcing the deal. “We are pleased that Sonic values their relationship with TBS and this series, and is returning for season three of this well-received family comedy.”

A long-time TBS marketing partner, Sonic launched its first national TV campaign in 2001. The chain invested $140 million in measured media between January and September 2008, per Nielsen.

Nielsen Business Media