TBS Circles Alltel For 'My Boys' Pact
Custom Vignettes Feature Sitcom’s Cast Members
By Ashley Barton -- Multichannel News, 6/11/2008 12:50:00 PM
TBS has partnered with Alltel Wireless for three promotional custom advertisements featuring the cast of My Boys.
The commercials, touting Alltel’s My Circle, feature cast members Kellee Stewart (Stefanie), Kyle Howard (Bobby) and Jordana Spiro (PJ) promoting Alltel. The spots will run during TBS’s primetime slate, including within episodes of My Boys, whose sophomore campaign will debut June 12.
Through the partnership pact, terms of which were not disclosed, Alltel will also promote My Boys, which focuses on the professional and personal lives of a female sportswriter (Spiro’s PJ character) and her largely male circle of friends, at its retail outlets via in-store televisions and within its online initiatives. In return, Alltel will receive promos during My Boys tune-ins, and customized branding in each episode.
“These vignettes on My Boys on TBS are a perfect match for Alltel, as the show focuses on staying close with your circle of friends and family, which is the primary benefit of our 'My Circle' calling feature,” said Laura Cook, senior vice president of marketing communications at Alltel Wireless, in a statement. “This creative brand integration will allow viewers to learn more about 'My Circle' and the freedom and value it provides, allowing customers to call those most important to them, for free.”
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