Oxygen scores Ikea integration for “Tori & Dean”


Oxygen Media has secured a fully integrated sponsorship deal with IKEA for the fifth season of “Tori & Dean: Home Sweet Hollywood.” The deal, the first ever with the home furnishing retailer, targets Oxygen’s social and influential Generation O audience and will be featured on-air, online, and integrated in two episodes of the series’ new season premiere, 4/5 at 10PM ET/PT (On-air IKEA spots began airing on Oxygen 3/29).

The sponsorship includes IKEA on-air billboards, tagged tune-ins, and weekly vignettes with exclusive footage throughout the season.  The two in-episode integrations will feature a complete kitchen renovation by IKEA. 

On the digital front, IKEA will sponsor  www.OxygenLive, which for the first time ever, will bring a three-screen experience to its fans, now including mobile chat. On premiere night, Tori Spelling and Dean McDermott will chat and tweet as well as join fans via live video for the first time before the show, during breaks and after the show to talk about the episode — another huge bonus for the series’ fans.

The third screen addition to OxygenLive will allow fans to post comments from their mobile device directly into the OxygenLive experience so they can react, and interact with the show wherever they are.  Plus, the online deal will feature sponsored content on the show site on www.Oxygen.com, along with series photo galleries and banners.