itv-creative.com/live-like-a-star/

Churchill is sponsoring 'Beat the Star' so what do you get for this? A free prize draw and some games vaguely relate to the program. Is the issue here that really the sponsorship is wrong to start with? I know it follows the 'Challenge Churchill' campaign but more could have been done to connect both brands and generate quotes request. http://www.itv-creative.com/live-like-a-star/