From BrandWeek
USA Network has formed a deal with Saab USA to use multi-platform
integration of the Saab 9-3 Convertible in second season episodes
of Burn Notice. The car is driven by one of the show's
protagonists and is featured in an online game called "Covert Ops."
"Saab USA is another example of the many ways we're partnering with
our advertisers across multiple platforms," Chris McCumber,
evp-marketing, digital and brand strategy at USA Network, said in a
statement.
Nine episodes of the show will air this summer and another seven
starting in January. The deal also includes full Saab presence on
the Web site for Burn Notice, as well as ad buys during the
show.
"It's a relationship that hits some major platforms," said
Alexandra Shapiro, USA Network's svp-brand marketing and digital.
"On-air is the core component, integrated into the show. Then
through online, with 'Covert Ops,' as both the presenting sponsor
and through integration in the game."
"Covert Ops," at BurnNoticeOps.com, invites visitors to play a game
and become an operative by helping characters solve a case. The
Saab 9-3 is integrated into the game through branding experiences
tied to missions. Players receive interactive video hints, e-mails
and text messages from the cast as they are given instructions for
various challenges. Players who complete each challenge are
eligible to win the grand prize: a 2009 Saab 9-3 and a visit to the
set of Burn Notice in Miami. "Covert Ops" will run until the
end of September.
Through its affiliation with the series, Saab is addressing a key
demographic: 25- to 54-year-olds with a higher-than-average
income. This season's premier of Burn Notice (on July
10) delivered 2.7 million viewers in the 25-54 age group—the second
highest of any original cable series this year, per USA Network.
Saab seeks to follow in the footsteps of Volvo and Mercedes with a
smaller, more affordable entry-level car that is scheduled to debut
in the next few years.
General Motors has forged several placement deals with USA Network
shows over the years, including the integration of Buick into
Monk and its self-proclaimed "eco-friendly" vehicles into an
episode of Law & Order: CI.
Cadillacs were used in initial episodes of Burn Notice
before the deal with Saab was finalized. Saab spent $26 million
last year on advertising and $3 million through April, per Nielsen
Monitor-Plus.
July 22, 2008
USA Network has formed a deal with Saab USA to use multi-platform
integration of the Saab 9-3 Convertible in second season episodes
of Burn Notice. The car is driven by one of the show's
protagonists and is featured in an online game called "Covert Ops."
"Saab USA is another example of the many ways we're partnering with
our advertisers across multiple platforms," Chris McCumber,
evp-marketing, digital and brand strategy at USA Network, said in a
statement.
Nine episodes of the show will air this summer and another seven
starting in January. The deal also includes full Saab presence on
the Web site for Burn Notice, as well as ad buys during the
show.
"It's a relationship that hits some major platforms," said
Alexandra Shapiro, USA Network's svp-brand marketing and digital.
"On-air is the core component, integrated into the show. Then
through online, with 'Covert Ops,' as both the presenting sponsor
and through integration in the game."
"Covert Ops," at BurnNoticeOps.com, invites visitors to play a game
and become an operative by helping characters solve a case. The
Saab 9-3 is integrated into the game through branding experiences
tied to missions. Players receive interactive video hints, e-mails
and text messages from the cast as they are given instructions for
various challenges. Players who complete each challenge are
eligible to win the grand prize: a 2009 Saab 9-3 and a visit to the
set of Burn Notice in Miami. "Covert Ops" will run until the
end of September.
Through its affiliation with the series, Saab is addressing a key
demographic: 25- to 54-year-olds with a higher-than-average
income. This season's premier of Burn Notice (on July
10) delivered 2.7 million viewers in the 25-54 age group—the second
highest of any original cable series this year, per USA Network.
Saab seeks to follow in the footsteps of Volvo and Mercedes with a
smaller, more affordable entry-level car that is scheduled to debut
in the next few years.
General Motors has forged several placement deals with USA Network
shows over the years, including the integration of Buick into
Monk and its self-proclaimed "eco-friendly" vehicles into an
episode of Law & Order: CI.
Cadillacs were used in initial episodes of Burn Notice
before the deal with Saab was finalized. Saab spent $26 million
last year on advertising and $3 million through April, per Nielsen
Monitor-Plus.
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