The sponsorship sector is a crowded space. However, it's going to need to make some additional room for a new influx of brands eager to garner consumer eyeballs - fake ones. The fictional regional US paper company, Dunder Mifflin - featured in the US version of comedy series The Office - is to sponsor the 43-city 'Rock Yourself to Sleep' concert tour. The NBC comedy series created brand apparently wants to reach out to concert goers so that "today’s young music fan becomes tomorrow’s Dunder Mifflin client”.
It's a clever subliminal ad for the series and NBC among the youth demographic. However, it also highlights how companies as disconnected as paper firms believe they can generate a real connect with music fans without establishing a genuine reason for being involved with music - a common mistake.