There are some major brands checking into The White Lotus for Season 3, and they are bringing more to the story than just ad dollars.
Today, Warner Bros. Discovery Advertising Sales revealed more details about the brand sponsors activating around White Lotus Season 3, including American Express, Diageo, and Google Pixel. Through the partnerships, the company is looking to showcase integrated advertising, bringing brands closer to fans by blurring the divide between content and commercials.
Thanks to American Express’ sponsorship, Max subscribers will have behind-the-scenes access to character vignettes available across the streaming platform, social channels, and the “Extra” tab of The White Lotus show page. The vignettes are a combination of cast interviews, unseen footage, and clips that give a unique look into character arcs.
Recently, ADWEEK learned that The White Lotus at Four Seasons, an activation presented by American Express that was set to kick off before the series launch, was postponed to a later date due to the California wildfires, with additional information coming in future weeks. However, despite that delay, the rest of the company’s campaign around the show continues with in-front title sponsorship, interactive ads, branded ad blocks, and co-branded promotions.
“We’ve partnered to bring unique access to experiences for our card members and content for viewers everywhere, including travel guides from Amex Travel that are inspired by the series,” Jill Hamilton, vice president of global media at American Express, said in a statement.
Meanwhile, Diageo is utilizing a co-branded campaign featuring Tanqueray Gin and Ketel One Vodka across WBD‘s ad suite. In addition, the company is continuing its collaboration with Food Network’s The Kitchen, where Jeff Mauro will create a Thai-inspired cocktail, concocted in honor of the Season 3 location.
For its part, Google is partnering with Courageous, WBD’s in-house creative studio, on an eight-part mini-series featuring Evan Ross Katz, lookback host of The White Lotus Official Podcast, and Season 3 actor Nicholas Duvernay. The series incorporates Google Pixel with Gemini and is “complemented by unique creator content native to Evan’s platform,” according to the company.
The content launches across Max in a title sponsorship, as well as distribution across high-impact Max ad products, a finale day takeover, paid social, and talent social in collaboration with Team Pixel.
Beyond those main activations, BMW of North America and Abercrombie & Fitch also serve as sponsors on the season.
