TNT Teams With Audi for The Closer Premiere
TNT is partnering with elite carmaker Audi to give TV viewers a commercial-free experience during the debut of its new series The Closer.
Under the partnership, TNT will present the premiere episode without commercials to viewers—an experience typically available through Turner Video On Demand channel. In turn, Audi, the sponsor of the premiere, will have on-air presence and be included in national print, online and outdoor marketing campaign materials.
Two weeks leading up to the premiere, TNT will broadcast a message about Audi’s sponsorship of The Closer’s commercial-free debut. In addition, the network will display graphics during the hour show with a similar messaging.
“The goal in partnering with Audi was to develop an exclusive clutter-free environment to showcase Audi’s product to the Audi customer and the TNT viewer,” said Linda Yaccarino, executive VP-Turner Entertainment Sales and Marketing. “TNT and its audience are very much in sync with the Audi mindset. The Closer is a powerful drama series, which offered Audi an opportunity to go beyond the 30-second spot and own commercial-free content.”
While 30-second spots still play an important role in the media mix, “Turner is engaged and continues to explore ways to intercept the viewers/consumers in every way they consume media,” Yaccarino added. “We realize in a fragmented and cluttered environment it’s important to explore unique partnerships, like our partnership with Audi.”
The Closer tells the tale of a southern CIA-trained police officer, Deputy Police Chief Brenda Johnson, played by Kyra Sedgwick, whose quirky personality and hard-nosed approach often rubs male colleagues the wrong way. Despite her manner, Johnson works magic when it comes to expediting cases. The Closer will air on TNT for 13 weeks starting June 13 at 9 p.m. ET.
