Microsoft, Fox in Sponsorship Deal for Windows 7

REDMOND/LOS ANGELES: Microsoft is working with Fox on a marketing initiative for its new operating system, Windows 7, due out later this month, in a deal that includes sponsorship of an upcoming variety special featuring Family Guy‘s Seth MacFarlane.

Microsoft inked the deal with FOX One, the sales unit of Fox Entertainment Group, to showcase Windows 7, which is set to be released October 22. At the heart of the marketing collaboration is Windows 7’s exclusive sponsorship of Family Guy Presents: Seth & Alex’s Almost Live Comedy Show. Airing Sunday, November 8, at 8:30 p.m., the variety special stars MacFarlane and his Family Guy co-star Alex Borstein. With no commercial ad time, no network promotions and no commercial breaks, the special will feature unique Windows 7-branded programming that is intended to "blend seamlessly" with the show’s content. MacFarlane and Borstein have teamed with Windows and its ad agencies, Universal McCann and Crispin, Porter + Bogusky, to develop, write and produce "customized branded integrations". The announcement from Fox and Microsoft said that the partnership seeks to bring the old "Texaco Star Theater"-style sponsorships into the 21st century.

In the 30-minute special, MacFarlane and Borstein’s humor will be showcased with original animation, live-action performances of Family Guy‘s most memorable musical numbers, comedy sketches and surprise celebrity guests. Later that night, MacFarlane will hosts all-new episodes of his animated series (Family Guy, American Dad, The Cleveland Show).

 In addition to the variety show special, the partnership also sees Microsoft working with Fox Licensing and Merchandising on a 12-week college tour that gives students the chance to try Windows 7 for themselves and enjoy customized entertainment such as outdoor movie nights hosted by Family Guy‘s Stewie and Brian, online videos, and other customized Family Guy content. There will also be marketing collaborations with 20th Century Fox Television, FOX Sports, FX, FOX.com, FOX Sports on MSN and Hulu.

 "We’re thrilled to be joining forces with Windows 7 on such an exciting, highly collaborative marketing campaign featuring the very unique talents of Seth MacFarlane as he overhauls the old Hollywood tradition of the sponsored variety show by marrying Windows 7 messaging with content," said Jean Rossi, the president of FOX One and executive VP of sales for FOX. "By partnering with 20th Century Fox Television, Fox Licensing and Merchandising, FOX Sports, FX, FOX Sports on MSN and Hulu, we have developed a complementary initiative that goes well beyond the screen with customized assets that connect consumers with Windows 7."