Nine's The Voice unveils partners and integrations

Arvind Hickman
By Arvind Hickman | 28 April 2016

Nine's flagship light entertainment show The Voice has announced its commercial partners for the fifth season - Mazda, iSelect, NIVEA, Pandora music, KFC, Sage, Woolworths and Auto Masters.

The Voice was the network's top light entertainment format of 2015, with an average of more than 1.8 million viewers per episode and more than two million viewers during the grand finale

In the fifth season, The Voice will offer mroe opportunities for integrations and go bigger on digital, incorporating 9Now, social, The Voice app and Pandora across digital channels. Last season, The Voice recorded more 50,000 tweets per episode during the live shows and 22.2 million page views across the series.

“Thanks to our ongoing collaboration with Endemol Shine Australia we are continuing to evolve the opportunity The Voice presents for brands to tell their own unique story,” Nine’s director of innovation, partnerships and customer experience Lizzie Young says.

”More so than ever before we are empowering consumers to connect with The Voice when and how they want as our engagement with consumers expands across new platforms.”

Integrations for the fifth season highlighted by Nine include iSelect's The Voice app, which allows viewers to be the fifth coach during the blind auditions and battle rounds, as well as instant voting during the live shows.

New partner Mazda will partner with coach Jessie J to promote the new model Mazda3 through TVC’s, a consumer promotion and social media.

Pandora will launch a digital content series on artists and music firsts as well as house unique video content from The Voice.

NIVEA will sponsor the red carpet, offering consumers the chance to win a grand final experience that includes meeting with the coaches.

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