Home Depot Partners With Mark Burnett For Brand Integration
The Home Depot has teamed up with reality-show producer Mark Burnett Productions to build its brand into a host of reality TV shows to further leverage the company.
Under a new multi-program and multi-year deal, Mark Burnett Productions will incorporate the Atlanta-based home improvement chain into a number of its reality shows, including the third season of The Apprentice and The Contender, a new unscripted series about the search for the next boxing superstar. The Contender premieres March 7 on NBC.
As part of the partnership, The Home Depot will play a role tailored to the content of each program. The venture marks The Home Depot’s first multi-year deal with a production company. Terms of the deal were not disclosed.
John Costello, executive VP-merchandising and marketing, The Home Depot, said the partnership would help the company reach its target market through a unique method.
“We’re always looking for unique and compelling ways to connect with our customers and showcase The Home Depot brands and services,” Costello said. “This provides an opportunity to integrate The Home Depot’s products and services in a relevant way in some of the most compelling new shows on television.”
“We think that relevant product integration can supplement our other marketing programs and help make shows more interesting for viewers,” he added.
The Home Depot was featured on Survivor and the second season of The Apprentice under a previous partnership with Mark Burnett Productions.
The production company recently announced plans to broadcast a new version of the hit reality show The Apprentice featuring Martha Stewart. The show, called The Apprentice: Martha Stewart, will mimic the original Apprentice series, but will be tailored to Stewart’s brand identity.
