TNT, Dodge Look To Get ‘Lucky’ With Microseries
20 Installments Will Run On Drama Network, Related Microsite
By Multi Channel News Staff -- Multichannel News, 7/7/2008 7:27:00 AM
TNT has built a new media custom promotion around Dodge’s support of the new microseries, "Lucky Chance."
Debuting July 22 and spread across 20 installments over a two-week window, "Lucky Chance" is a criminal tale of deception and betrayal through the eyes of undercover Drug Enforcement Agency agent, Lucky Chance. Presented by Dodge and AT&T, the microseries is supported by an exclusive national commercial pod schedule. The episodes will live online at TNT.tv following the on-air premiere, with both AT&T and Dodge sponsoring the broadband episodes featured at the attendant microsite.
Building on significant on-air marketing support and sponsorship of the broadband episodes, TNT will also drive viewers to TNT.tv to interact with the brand through a new custom Dodge Challenger driving game, test their knowledge with a Dodge trivia game and enter a sweepstakes for a chance to win a new 2009 Dodge Challenger. Custom co-branded Web banners across key online destinations, including Google and Yahoo!, will further enhance messaging awareness for visitors to check out the microsite.
Dodge will extend its presence through a summer-long sponsorship across TNT Video on Demand and the broadband channel Drama Vision at TNT.tv. TNT VOD will feature Dodge creative content as pre-roll video before select TNT featured programs, while Drama Vision will air both the carmaker's creative content and spots driving awareness for the content during the promotional period.
"Lucky Chance" will bow on TNT July 22 and continue as 20 two-minute episodes running within the primetime series Bones and Law & Order across a two-week window. Onpremiere night, TNT will feature the first six installments within a special limited-commercial presentation of Bones, which will run sans national advertisements. The following evening, July 23, TNT will feature the next four episodes within back-to-back episodes of Law & Order, at 8 and 9 p.m.
The microseries concludes July 29, with the final remaining episodes 11-20 airing across back-to-back episodes of Law & Order at 8 and 9 p.m., and via a special limited-commercial presentation of Bones at 10 p.m., similar to the exclusive format presented during the first week.
"Lucky Chance" was created and written by Pete Pepe (Espionage) and jointly developed and produced by Espionage and Full Circle Entertainment.
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At first I couldn't figure out what this was about. It took at least 6 sessions to get the Dodge connection. It is too violent. I started muting it because I didn't like the content. Is this what Dodge has come to? I never understood that Change was an undercover cop until the last installment. Dodge certainly must be after a violent crowd.
Carol Schell - 7/29/2008 11:43:00 PM EDT -
What a fun series. Love the cutting edge styling. Esp the strong fluro colours that pop right out in the background. Slick simple story, great characters and "Lucky". who is that actor? Looks like a new dirty harry has arrived. Well done dodge and tnt.
better than a the old style ads by a mile.
mitchell james - 7/26/2008 3:41:00 AM EDT
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