NBCU Seeks 'White Collar' Promotion Partners Behind USA Series
LAS Program Provides Points Toward High-End Merchandise
Mike Reynolds -- Multichannel News, 9/22/2009 3:01:38 PM
NBC Universal wants its multichannel video programming distributors to join its promotion behind USA Network's upcoming series focusing on partners in crime prevention.
Supporting the Oct. 23 premiere of White Collar, the initiative is designed as a flexible, turnkey promotional opportunity, giving affiliates that drive local ad sales the chance to redeem points towards an exclusive online shopping experience for a wide range of high-end "White Collar" branded merchandise.
White Collar unfolds after charming criminal mastermind Neal Caffrey (Matt Bomer) is caught by his nemesis, G-Man extraordinaire Peter Burke (Tim DeKay). After escaping from a maximum-security prison to find his long-lost love, Neal is nabbed by Peter once again. Rather than returning to jail for this daring getaway, Neal suggests an alternate plan - providing his expertise to assist the Feds in putting away infamous and elusive criminals in return for his freedom.
As part of the "White Collar Collection" promotion, such stylish and hi-tech goods as a home audio entertainment system, 19-inch flat screen HD TV, designer watch, portable GPS system and mini camcorder are available in the color white.
Partners that utilize the promotion to drive local ad sales will commit to airing 250 cross-channel spots, comprising 125 premiere spots Oct. 9- 23 and 125 continuity and/or vignettes from Oct. 24 through Nov. 13. Tier 1, markets 1 through 25, will receive 2,500 points and Tier 2, markets 26+, will receive 1,000 points that can be used to redeem merchandise.
"We are pleased to offer our valued distribution partners the opportunity to participate in this high-end affiliate marketing promotion as the premiere of 'White Collar' approaches on cable's No. 1 network on television," said Brian Hunt, senior vice president, marketing and sales strategy, TV networks distribution, NBC Universal, in a statement.
The deadline for MVPDs to enroll in USA Network's "White Collar Collection" promotion is Oct. 1, via www.usawhitecollarcollection.com.
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