TORONTO – Discovery Channel put the pedal on the floor Monday for the launch of its Star Racer media campaign.
In a Discovery Channel first, the channel developed one-of-a-kind multi-platform sponsorship opportunities for Mazda, Castrol and Edge Active Care, integrating the brands into every aspect of the production – including television broadcast, broadband and online executions.
Premiering Tues., October 24 at 10 p.m., Star Racer explores the world of auto racing, searching for a fearless driver who wants to become the fastest driver on the circuit. With a judging panel that includes racing icon Paul Tracy, the winning driver declared as Canada’s newest racing star will receive the ultimate prize: a full-season sponsored ride on Formula Star Mazda circuit with the AIM Racing Team. A consumer marketing campaign designed to drive viewers to the premiere of the series broke Sunday.
"Star Racer was tailor-made for these unique sponsorship opportunities," said Sally Basmajian, vice-president, sales and marketing, Discovery Channel. "We worked closely with our clients to integrate their products in a seamless manner that we believe will both benefit their brands and appeal to our Discovery viewers."
Plus, this is car racing after all, a sport that has traditionally been the most overt when it comes to sponsorship.
The series sees 16 competitors divided into two teams through the course of the competition. Discovery Channel and the series’ producers, Insight Productions, identified these two teams as a unique opportunity for integrated sponsorship – and forged partnerships with automotive maker Mazda Canada Inc. and Castrol motor oil. As Team Sponsors, both Mazda and Castrol have team naming rights – presented throughout the series as Team Mazda and Team Castrol – and includes branding on the racing suits, helmets and race vehicles, plus additional integration opportunities during production. Also, each sponsor receives tagged pre-promotion spots and an online branded Team micro site – hosted at StarRacer.ca (also integrated into DiscoveryChannel.ca) – which features racer bios; a chance to virtually race the track with the official Star Racer flash racing game; unseen video footage and more. 
More traditional ads, like this cab wrap, is also being deployed.
"Canada has produced a number of successful racers and this production gives aspiring Canadian racers a chance to showcase their talent and an opportunity at racing in the Star Mazda Series," said Peter Whaley, senior director of sales and marketing, Mazda Canada, in the release.
"Racing is a huge part of the Castrol brand and Star Racer not only provides Castrol with the opportunity to leverage that heritage, but combines that with the ability to engage viewers in ways that only a fully-integrated reality series can provide," said Anthony Stadelman, marketing manager, Castrol Canada.
When it comes to the razor sponsor, The "Edge Ahead Star Racer Pool," sponsored by Edge Active Care, offers a viewer the chance to score points along with the show by predicting who will be this year’s Star Racer. Weekly and Grand prizes will be awarded to the pool point leaders – including an opportunity to race at the world-renowned Jim Russell Racing School in Mt. Tremblant, Quebec, where Star Racer was filmed.
Discovery Broadband will feature full episodes of Star Racer one week after they premiere on Discovery’s broadcast channel and carry exclusive bonus footage only available on broadband. The Discovery Broadband Channel is part of the expanding CTV Broadband Network.
