Based on “Eurovision Song Contest,” NBC’s all-new competition show, “American Song Contest” premieres, LIVE, next week on Monday, March 21st. Today, NBCUniversal is announcing an exciting lineup of brand partners – M&M’S, T-Mobile, and Wells Fargo – with deep integrations.

From in-show experiences with artists to bringing the magic into homes and towns across the country, NBCU’s partnerships will bring viewers closer to the music, artists, and action than ever before in a musical competition series.

NBCU is collaborating with M&M’S, a brand known for bringing people together with its bite-sized colorful candies, to redefine what it means for viewers to be truly immersed into each episode, as artists prepare to perform on one of the biggest stages. Fans will be thrilled to see the custom on-set M&M’S Music Lounge, available for artists season-long, thanks to our friends at M&M’S. The M&M’S Music Lounge invites audiences to come together to be part of each artist’s journey while they enjoy a sweet treat from M&M’S, warm up their voices, tune their instruments, record social content and much more. Plus, fans can check out the on-set M&M’S Music Lounge from home on NBC.com, where fans will be able to access the space through a 360 virtual experience.

M&M’S will also be tapping into the power of NBCU’s commerce capabilities through an out-of-show ShoppableTV enabled brand spot for fans to connect with the M&M’S brand and find inspiration for all of their gifting and treating occasions.

T-Mobile is partnering with NBCU for a full 360-degree integration. As the premiere season’s official voting partner, T-Mobile will be putting the power of choosing the “American Song Contest” winner into audiences’ hands across the country. Each week, in-show, T-Mobile will reveal who will be moving forward in the competition verbally as well as through visuals and co-branded lower thirds to drive voting. In addition to helping unveil each round of artists still in the competition, T-Mobile is providing one of the Top 10 finalists the opportunity to have their song featured in an upcoming T-Mobile commercial following the “American Song Contest” Grand Final.

Every artist needs their support system to get them to super star status and T-Mobile will be doing just that for each performer throughout the season with Local Watch Parties. Every week, in-show, T-Mobile will virtually spotlight local communities from across the nation as they cheer on their home states.

Tapping into the expertise and vision of Creative Partnerships @ NBCU, T-Mobile and Wells Fargo are teaming up to produce custom spots grounded in the spirit of the show creating both a seamless and exciting experience for viewers. Just like their watch parties, T-Mobile is connecting audiences with performers to share positive and encouraging messages nationwide at iconic locations from states and territories across the country each week that will air in commercial time. Wells Fargo will debut a custom isopod during two must-see episodes of the premiere season delivering fans back to the content they love faster as the competition heats up.

“M&M’S is on a mission to create a world where everyone feels they belong and one of the most impactful ways to do that, is through music, which has the power to connect people by helping them find their commonalities,” said Allison Miazga-Bedrick, Senior Brand Director at Mars Wrigley. “Mars is thrilled to be partnering with NBC’s ‘American Song Contest’ to further harness the power of music, inspire a deeper sense of belonging, and create more moments of fun as artists and fans come together to celebrate this once in a lifetime experience.”

“From NBC’s iconic performances on ‘The Voice’ to ‘America’s Got Talent,’ we are thrilled for families tuning-in together to dive into a whole new world of NBC’s new musical competition series, ‘American Song Contest,'” said Mark Marshall, President, Advertising and Partnerships, NBCUniversal. “With our incredible world leading brand partners, we are taking this show a step further elevating the viewer experience by placing fans directly into the action of each artists journey, each song, each round of elimination until the Grand Final reveals the best hit song.”