Global home furnishing brand IKEA has become a brand sponsor of Australian Survivor.
Private health insurer, ahm, is also harnessing Australian Survivor intellectual property in a bespoke animated TVC aligned with its ‘You’re Good’ platform.
Paramount Brand Studio's head of integration and partnerships, Tamar Hovagimian, said this was just two of the varied brands accessing premium assets this season showing the audience power of the format.
“We cannot wait for audiences to see the brand moments for IKEA in this season of Australian Survivor: Brains V Brawn that will juxtapose the harsh conditions of camp life with the comfort of IKEA’s complete sleep range," she said.
“The added element of an audience competition to win generous IKEA vouchers will also elevate engagement with viewers keen to get their own slice of comfort.
“These sponsorships are a win-win elevating both our show and the brands in fresh and entertaining ways that we know will connect with audiences and deliver tangible brand outcomes.”
Expedia also joins Australian Survivor: Brains V Brawn II as a sponsor, with more brands to be announced during the broadcast.
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