CNN Adds Sponsors to 'Heroes' Broadcast

BP, Geico, Servpro join J&J, Subaru, Tide and Humana

By Jon Lafayette -- Broadcasting & Cable, 11/28/2012 10:17:26 AM

CNN says it has added sponsors for its annual special telecast honoring individuals who have made extraordinary contributions to improve the lives of others.

Johnson & Johnson, Subaru of America, Procter & Gamble's Tide detergent and Humana are returning as sponsors of CNN Heroes: An All-Star Tribute, which will air Dec. 2. In addition, BP, Geico and Servpro have signed on to the live global event.

Many of the sponsors have built integrated sponsorships and special programs around the programs.

"CNN Heroes is a tent pole programming event for CNN.  It culminates with the December broadcast but really lives year-round, giving our advertising partners, especially those  who wish to spotlight particular cause-related campaign, the perfect platform to connect with an emotionally engaged audience at a relevant time," Greg D'Alba, president, CNN and Turner Digital Ad Sales, said in a statement.  "More and more, consumers are looking to support companies whose beliefs align with their own, and there is not a more powerful show with which to make an impact."

During the broadcast, Johnson & Johnson will be running its "Nurses Heal" creative promoting its Campaign for Nursing's Future foundation. It will invite viewers to nominate inspiring nurses online.

Subaru is running ads that highlight its "Share the Love" event that provides a $250 donation to charity for every vehicle bought or leased from Nov. 2, 2012 till Jan 2, 2013. Subaru is also matching viewers' donations to CNN Heroes' charities, up to $50,000.

Integrated sponsorships also include promotion around stories leading up to the Heroes telecast and segment featured on CNN, HLN, CNN Airport Network and CNN en Español include tagged tune-in and billboards. Online elements include video pre-rolls, billboards and adjacent advertisements.

CNN is also working with Google to enable people to use Google Wallet to make donations to the causes supported by this year's top 10 CNN Heroes.

CNN provides a $50,000 grant to each of its top 10 Heroes. The individual named CNN Hero of the Year named during the telecast receives an additional $250,000 grant.