Dancing On Your Cellphone
In a kind of reverse product placement, unaired footage from ABC's Dancing With the Stars will be available for viewing by AT&T Wireless customers on their cell phones following each week's broadcasts. AT&T is a primary sponsor of the talent contest. Advertising Age also reported today (Monday) that, in addition, AT&T intends to incorporate its Video Share service, which allows customers to share live or recorded video with other users, into the program. David Garver, executive director of business development and wireless sponsorships for AT&T Mobility, suggested that the reality show will give AT&T and other advertisers direct involvement in its creative process. "Ten years ago, you wouldn't see anything like this," he told AdAge.