Dodge Runs ‘Lucky Chance’ Sweepstakes
The sponsor-driven “Lucky Chance” microseries debuting on TNT later this month will take on a double meaning, as a sweepstakes for a 2009 Dodge Challenger will run simultaneously.
Each two-minute episode of “Lucky Chance,” sponsored by Dodge and AT&T, will become a Webisode on http://www.TNT.tv after airing on TNT during “Bones” and “Law & Order” starting July 22 over two weeks. Viewers will be able to register for a chance to win the Dodge Challenger—featured in the microseries—on the TNT site.
Dodge and AT&T are also sponsoring 20 broadband episodes that will initially air on the cable network. The TNT spots will point viewers to the Web site, where they’ll also be able to play a Challenger driving game and a Dodge trivia game.
Dodge figures its muscle car microseries star has a broad appeal across all—primarily male—demographics.
“Challenger’s all about spanning the generations of car enthusiasts,” said Chrysler spokesperson Jodi Tinson.
The car contest isn’t a novel concept, but the microseries is. TNT conceived the short-form crime thriller as a triple-screen marketing vehicle that will have a multiple-season run on the cable network, as well as online and on mobile phones.
In the microseries, DEA agent Lucky Chance was framed by L.A. crime boss Frankie Cash, who sends Chance on a race across state lines to retrieve and deliver $50 million in four days. Chance drives a Dodge Challenger and gets instructions on his AT&T mobile phone.
TNT.tv’s Drama Vision broadband channel will run promotional spots for the microseries along with other Dodge creative content through the summer.
As reported in Promo’s June issue, Linda Yaccarino, Turner Entertainment executive vice president of ad sales and marketing, described the microseries as “another piece of original content that grabs viewers and holds on to them.” (Promo, June 2008).
“Lucky Chance” was created and written by Pete Pepe (Espionage) and jointly developed and produced by Espionage and Full Circle Entertainment.
