Dive Brief:
- Honda has signed a one-year deal with Yahoo to be the presenting sponsor of the show "Community."
- After being canceled from NBC, Yahoo picked up "Community" in hopes to draw the devoted following to the site.
- A presenting sponsorship from Honda will include pre-roll video ads as well as premium display and audience ads across Yahoo's extended network.
Dive Insight:
Yahoo is running an interesting branding experiment by moving a network TV show exclusively online. Similar projects have been successful—like Arrested Development's return on Netflix—but nothing exactly like what Yahoo and Honda are attempting has been done. At the very least, the experiment has drawn in a primary sponsor for the show, which is something that will hopefully result in additional advertisers for Yahoo. As the site continues to try to become a leader in digital video, the Honda campaign with Community and Yahoo will be one worth watching.