The Voice Inks Three-Season Sponsorship With Nissan

Includes big mobile, social push

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When NBC’s The Voice comes back on air Monday with new celebrity judges Pharrell Williams and Gwen Stefani, viewers can also expect to see lots of splashy ads for Nissan. The car brand has inked a three-season sponsorship, which will run through the NBC show’s 10th season.

In addition to on-air call-outs, Nissan’s sponsorship of The Voice includes iPhone and Android apps that house all of the show's content.

This year, the app includes a red button that turns a virtual chair around, similar to the one that’s used in the show. Fans can also see when other viewers hit their buttons. Plugs to tune-in and buy songs appear on the home screen.

NBC is also making a big social push with in-app features that let fans tweet the coaches and craft 140-character tweets without leaving the app. There is also a bit of a second-screen experience: Fans can vote for their favorite performers in real time during the TV’s aired time.

"We really wanted to deliver an app that will bring fans closer than ever to the excitement of The Voice," said Rob Hayes, evp of digital media at NBC Entertainment, in a statement. "By using the app to vote during the show and support their favorite artists, viewers will be playing an active role in the outcome of each episode."

Nissan will also sponsor NBC’s social hub on Twitter dubbed "The Voice Tailgate." Exclusive content like photos and video can be unlocked by tweeting the hashtag #VoiceTailgate.

Earlier this year, Unilever signed on as the show’s sponsor for its sixth season for a campaign supporting Clear Scalp & Hair.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.