Nissan will be the title sponsor of NBC's online-only "StarTomorrow "series featuring battling bands vying to sign with a major record label, reports MediaPost. The wideranging deal covers branded integration, exposure on the contest website, sweepstakes, and placement in spots running on the NBC network. OMD made the "StarTomorrow" deal with NBC's online sales operation.

"StarTomorrow" streams will be available on demand via NBC.com or StarTomorrow.com; viewers will vote to push bands to the next round. Nissan will have a significant presence on the weekly videos. It will be promoting its new Versa subcompact. NBC.com plans to also create a Versa Lounge, featuring additional footage of the bands offstage.

The campaign is an example of the emerging "content-surround" tactic, according to the article; that is, marketers attach their brands to a show's multiplatform presence.