Esquire Network and MINI USA, a business unit of BMW of North America, LLC, today announced a partnership around an upcoming episode of the popular series CAR MATCHMAKER. The episode, set to air on Wednesday, September 21 at 9 p.m., will exclusively feature MINI vehicles, including the MINI Clubman, MINI John Cooper Works Hardtop and the MINI Countryman.
"Car Matchmaker" begins with a look back at the classic legacy of the MINI brand before show host
SPIKE Feresten helps determine which current model is right for the buyer. The episode will showcase a number of features of the MINI vehicles, including the ALL4 all-wheel drive system, the iconic split rear doors of the MINI Clubman and the sporty go-kart handling of the MINI John Cooper Works Hardtop, through active integrations and hands on demonstrations.
"'Car Matchmaker' is the ultimate opportunity for auto brands to showcase their vehicles to highly engaged audiences," said Laura Molen, Executive Vice President, Lifestyle Advertising Sales, NBCUniversal. "This partnership demonstrates the ability of the NBCUniversal portfolio to align any brand and their contextually relevant messaging with premium content."
Leading up to the episode's debut,
Esquire Network will run a custom-made 30 second vignette to drive viewers and create awareness around MINI's dedicated episode, as well as a 30 tagged tune in for added promotional support.
"We are proud of the ongoing success of 'Car Matchmaker' as a fan favorite series on Esquire Network," said Matt Hanna, EVP, Original Programming, Esquire Network. "The show allows
SPIKE to highlight vehicles from classic cars to motorcycles to Earthroamers - and everything that is drivable in between. Viewers love to see not only the car selections and test drives, but also love tapping into Spike's humor and expertise to learn more about the wide range of cars that they're so passionate about."
Additionally, throughout the September 21 episode, MINI will be featured in two in-show branded billboards.
Esquire Network and MINI worked with UM, the media agency of record for MINI USA, on this partnership.
Season three of "Car Matchmaker" features consummate car guy
SPIKE Feresten taking on an entirely new set of challenges as he draws upon his two decades of knowledge and expertise to find the perfect match for his clients, which include a couple looking to live completely off the grid for a year; an Art Director who wants a motorcycle with a sidecar for his best friend/dog Lily; and a retired NFL player who wants a luxury lifestyle but is now 'ballin' on a budget.' This season of "Car Matchmaker" truly puts Spike's skills to the test.
Check out one of the custom spots below:
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