As NBC’s summer favorite America’s Got Talent kicks off season 16, it’s partnering with fast-food drive-in brand Sonic to offer fan giveaways, a branded confessional booth and backstage lounge space. The season-long collaboration will also feature on-air, digital and social integrations, including branded judges’ cups and guest giveaways.

Fans can get to know this season’s contestants in a literally glowing confessional booth, known as the “Sonic Glowasis,” where auditioning contestants can share their feelings either before or after hitting the stage. The weekly “Sonic Lounge Space” during the live shows will take audiences backstage to a branded lounge where finalists share glimpses into their journeys.

For the month of June through early July, Sonic will offer a promotion that will give up to 10,000 fans the opportunity to win a free order of Sonic tater tots the next day on the Sonic app every time a judge hits the show’s famous “Golden Buzzer.”

“At NBCUniversal, we are always looking for new ways to bring our audiences and our partners closer to the content they love. For a show like America’s Got Talent, which brings together multiple generations of families and friends, it was crucial for us to collaborate with a brand that believes in the power of family as much as we do,” said Mark Marshall, president, advertising and partnerships, NBCUniversal in a statement. “We are thrilled to be partnering with Sonic Drive-In to transform the iconic AGT stage and elevate authentic moments throughout the season for fans across the country, providing even more ways for loved ones to connect with their favorite show together.”

The 16th season of America’s Got Talent returns with a new set of aspiring performers looking to compete for the ultimate $1 million prize. Executive producer Simon Cowell returns to the judging panel with global fashion icon Heidi Klum, comedian Howie Mandel and actress Sofia Vergara. Terry Crews, co-star of NBC’s Brooklyn Nine-Nine, returns as host.

Cowell created America’s Got Talent and it is co-produced by Fremantle and Syco Entertainment. Cowell, Sam Donnelly, Jason Raff and Richard Wallace executive produce.

Tags: america's got talent branded content fremantle nbcuniversal sonic

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