MasterCard Adds Mini-Drama to TNT SAG Show
MasterCard will mix a mini-drama into TNT’s upcoming telecast of the “14th Annual Screen Actors Guild Awards.”
A two-minute ad vignette, “The Auction, presented by MasterCard”, will plug the MasterCard World Elite card, aimed at upscale consumers seeking luxury travel and unique experiences.
It’s the second such vignette MasterCard has run on TNT, following a similar two-minute spot dubbed “Late: A MasterCard Mini-Drama” which sought to demonstrate the utility of various MasterCard products when it aired in 2006.
“The Auction” story line follows a woman trying to track down a precious item from her grandfather’s past. When she seems to be on the brink of failure, booking a trip to Paris with her MC Elite card saves the day.
“The object is to keep the viewer engaged and tuned in through the commercial breaks with original content,” said MasterCard spokesman Jon Schwartz. “It’s about how we buy media from the networks.”
The idea is to differentiate the commercial message from the mélange of 30-second spots that typically fill time between program segments.
GSD&M’s Idea City brokered the deal between MasterCard and TNT. TNT produced “The Auction”.
MasterCard co-branded messaging will be featured at TNT.tv on the Screen Actors Guild Awards micosite. TNT On Demand will also run MasterCard branded messaging as it drives to drum up viewer interest in the awards show.
