Product integration will be on full display when Outdoor Life Network debuts a new action-adventure series Wednesday night.
Ultimate Playground, Powered by BPR, an eight-part, half-hour series bowing on OLN at 8:30 p.m. (EST/PST), will feature a number of Bombardier Recreational Products Inc.’s signature products, including Bombardier ATVs, Ski-Doo snowmobiles, Sea-Doo watercraft and Evinrude outboards.
Hosted by outdoor enthusiast Laird MacIntosh, Ultimate Playground chronicles action-adventures in Hawaii, Alaska and Iceland, among other exotic locales, with BRP products front and center.
The show was created by OLN, along with BRP and its agency of record, Cramer-Krasselt.
“The joint execution of Ultimate Playground emphasizes BRP's position as the leader in recreational products while forming lasting, meaningful connections with viewers,” OLN marketing-solutions group vice president Mike Long said in a prepared statement.
“At a time when advertisers are trying to move beyond the 30-second spot, OLN and BRP are circumventing traditional advertising and sponsorship methods, uniting product integration with the content of a television series while greatly enhancing the experiences for viewers,” Long added.
The Ultimate Playground premiere is being supported with a consumer watch-and-win sweepstakes, online, merchandising, point-of-sale at more than 3,000 BRP dealers and network promotion on OLN.
The show will also be presented on Hazardous, OLN’s video-on-demand service that bowed April 7 in some 100 markets, according to network officials.