A New Way To Build Your Brand on TV

A New Way to Build Your Brand on TV!

Brand advertising could use a sprinkle of magic dust

Because it just doesn’t work like it once did

At one time you could create a brand with ad impressions. But today it takes more than old-school advertising to make a connection with people. The reality is they don’t like ads, they don’t trust ads, and they go out of their way to avoid ads. Look no further than the surge in subscription video services like Netflix or the widespread use of DVRs to skip over ads as proof that consumers hate commercial interruptions. Advertisers have used up their bag of tricks for building brands with interruptive TV advertising. Where do we go from here?

Meaningful Connections

Now there is a way for brands to connect with audiences in a more relevant and meaningful way that builds awareness, trust, and likeability. We call it SponsorMagic. SponsorMagic is branded entertainment that is seamlessly integrated into the television program. Brand segments take the form of songs, sketches, product placement, prize giveaways, and other storytelling techniques. This is a powerful way to create magic moments for viewers to experience your brand in the context of the entertainment. More reasons why SponsorMagic is a better way to build your brand on TV:

  • Viewers stay engaged with your message because it’s part of the entertainment
  • Your brand is associated with the good feelings generated by the program
  • The audience can’t skip over your message because it’s grafted into the show
  • You get a fresh, new message every week
  • Because brand segments are written and produced by the show’s production team, you have no advertising production costs

For Innovators Only

SponsorMagic isn’t for every brand. If you’re satisfied doing the same old forgettable advertising with lackluster results and little impact on your audience, then this isn’t for you. Keep doing what you’re doing. We are looking to partner with brands that are:

  • Marketing innovators
  • Industry leaders
  • Market disruptors
  • Startups wanting to blaze new trails
  • Mid-tier companies wanting to break into the top tier
  • Big brands looking for a new way to stand out in a crowded marketplace

Sound Like You?

Let’s Talk


Brand IntegrationS Across Multiple Channels

In addition to broadcast and digital distribution, SponsorMagic partners of The Stu and Laurie Variety Hour have tremendous opportunities to expand their reach on the show’s web, social, and traditional channels. Sponsors can get in on the act on multiple channels as part of their SponsorMagic bundle. Here is how:

Website Branding

The show’s website will have dedicated real estate for sponsor promotion, which includes SponsorMagic segments from the program and influencer content. The website will also have content integrations from the show’s social platforms.

Social Media Branding

The social strategy will focus on providing engaging entertainment content that expands reach for The Stu and Laurie Variety Hour and your brand. The audience can engage in real-time contests, giveaways, and other promotions on social channels. Social content will create a story engine that flows through social amplification on Facebook, Twitter, Snapchat, Instagram and YouTube. The digital production team will tailor all content to individual social platforms. SponsorMagic partners can complement their on-air sponsorships with co-branded posts and paid boosts on the show’s social channels.

Influencer Branding

Stu and Laurie are partnering with YouTube influencer network Broadband TV (BBTV) to drive advocacy for the show and its sponsors. BBTV has a monthly worldwide reach of more than 9 billion web views. The digital production team will work with targeted YouTube influencers and produce customized content that is a strategic fit between your brand and the influencer. Brand integrations can take the form of behind-the-scenes video segments, product placements, brand mentions, product demos, open endorsements, or pre-roll promotions.

How sponsormagic puts your brand in the spotlight

Broadcast + Digital Distibution

Viewership projections for The Stu and Laurie Variety Hour are based on the performance of similar programs and Pop TV network trends. No specific reach and impressions data exists for other channels at this time because the show hasn’t yet launched. Here is what we can tell you:

  • Each SponsorMagic segment airs three times. Initial viewership on Pop TV is anticipated to be more than 3 million. If viewership is below 1 million, we will make time on the next show to promote your product at no additional cost.
  • The show will pick up additional viewership from digital distribution on streaming and on-demand TV.
  • Brands will gain additional reach and impressions from co-branding promotions on the website and social channels.
  • With 9 billion weekly worldwide views, The BBTV influencer network campaign has the potential for massive reach and impressions for brand sponsors. The actual influencer reach will depend on the customized targeting strategy for each brand. However, our initial research has identified five prospective influencers that fit the demographics of the show. Those influencers have a combined 3 million subscribers and 13 million monthly views.
Customized Branded Content

SponsorMagic segments offer you several things you can’t get from traditional advertising. One of them is customized content that is scripted into the entertainment. The show’s script writers work directly with you to create messaging that engages the audience and lines up with your brand strategy. And you get a fresh, new segment with every show. Poof, message fatigue disappears. You can even have a segment produced on location, bringing the show to you and presenting your story through a video tour of your company. Segments can be packaged in 60-second spots, 120-second spots, or you can create a custom bundled segment package – sponsor the whole show if you’d like. We are flexible to make custom contracts for each sponsor’s need.

Co-Branding on Traditional Channels

Traditional Channels

There are plenty of ways to create moments of brand magic on traditional channels too! SponsorMagic partners can co-brand with Stu and Laurie in their national PR campaign to promote the show. The campaign has an 80 percent national and international coverage commitment. Co-branding opportunities include:

  • National TV spots
  • National Radio spots
  • Print magazine coverage
  • Publicity and news release coverage

Crowd Screenings

Variety Television Network has licensing agreements to show The Stu and Laurie Variety Hour at sites where gathered audiences watch the program ­– and see your SponsorMagic segments. These non-theatrical screenings greatly expand your brand’s reach and distribution to groups in:

  • Airlines
  • Clubs
  • Fitness Centers
  • Hotels
  • Conference Centers
  • Restaurants
  • Cruise Ships
  • Hospitals
  • Retirement Centers
  • Community Centers
  • Camps
  • Armed Forces TV
  • Recreational Facilities

SponsorMagic Marketing Team

John Gregory Olson

John Gregory Olson

SponsorMagic Media

SponsorMagic Media, LLC is a partner company of Variety Entertainment Group, the production company for The Stu and Laurie Variety Hour. John Gregory Olson is President of SponsorMagic Media and head of sponsor relations for the show. John has 20+ years of experience as a brand marketer in small, midsized, and large organizations with a focus on integrated marketing strategies that build customer relationships and create long term growth. He is producer and cohost of the popular brand strategy podcast The Heart of Marketing. He also shares insights on branding and marketing strategy on his blog Digital Heart.

Curt Cody

Curt Cody

Curt Doty Company

The Curt Doty Company is the digital consulting agency partnering with The Stu and Laurie Variety Hour to develop and manage its digital strategy and platforms. Doty specializes in social strategy, integrated marketing, multi-channel storytelling, branding and digital content. It has 25 years of experience building brands in the entertainment, mobile, gaming and consumer products industries. Some of the brands Doty and associates has served include: SpikeTV, The Cartoon Network, NBCUniversal, Comedy Central, Verizon, and Virgin Mobile. It also created the OTT strategy and content features for STARZ.


SponsorMagic Media LLC
767 Nebraska Ave E
Saint Paul, MN 55106

Copyright SponsorMagic Media LLC 2018

Send A Message