Box TV lands Guitar Heroes sponsorship campaign

by Maisie McCabe, Media Week 12-Aug-08, 13:30

LONDON - Box TV has secured a six-month sponsorship deal with video game producer Activision Publishing, to promote Guitar Hero games across its TV channels.

Activision's Guitar Hero brand will be the exclusive weekly sponsor for more than 40 hours' coverage of live concerts that will be broadcast on 4Music, Kiss, Kerrang!, Magic, Q, The Box and Smash Hits until February 2009.

Bespoke 60-second interactive promotions will run across all channels during the six-month period, starting this month.

The sponsorship deal, brokered by Bauer Media and Starcom Mediavest, is one of the largest gaming promotion deals negotiated at Bauer Media to date, and will coincide with the rebranding of Box TV's channel The Hits as 4Music.

As part of the partnership, the Guitar Hero brand will also sponsor seven hours of relevant weekly programming across the music EPG on Box TV channels.

Box TV is a joint venture between Channel 4, who bought 50% of the company from Emap in December 2007, and Bauer Media, who bought Emap Consumer Media earlier this year.