TNT is using a variety of integration and interactive elements for three sponsors of its upcoming espionage drama series “Leverage.”
Hyundai will be the exclusive premiere sponsor of the series, pushing its Genesis vehicle in an ad-free prime time debut of the new series on Dec. 7 before it moves to a regular schedule slot on the cable network on Dec. 9.
DirecTV and Hewlett-Packard will join in as sponsors for the second episode of the series. All three sponsors will have passive and active product integrations throughout the series.
One of the characters will demonstrate a new video surveillance system he’s devised, and then switch to multiple screens of National Football League games on DirecTV, effectively demonstrating its high definition sports packages. One of the “Leverage” characters will be using an H-P laptop computer. The Hyundai Genesis GSP system and its auxiliary port for mp3 devices will be featured, along with internal and external shots of the vehicle.
“The nice thing about this show is it’s such a high-tech, slick show,” said Katherine Johnson, senior vice president of Turner Entertainment promotions and marketing. “They’re all sort of showcasing tech and advanced products.”
The Hyundai Genesis also will be part of an interactive game that will invite viewers to help the “Leverage” team who double-crossed them in a robbery gone awry. An online video featuring series star Timothy Hutton exhorts consumers to help the “Leverage” team “get even” and potentially win $100,000 in the process.
The online headquarters, mirroring the on-air version, features a Hyundai Genesis with $100,000 in its trunk. Players engage in weekly missions to uncover clues through casual game play with tie-ins to the series characters.
The cable network will bring its “NBA on TNT” show into play, with co-host Ernie Johnson challenging Charles Barkley to figure out which one of three Genesis models has $10,000 in its trunk. If Sir Charles chooses correctly, a charity of his choice gets the money; the wrong choice sends the money to a charity that Johnson supports.
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