Volvo has signed on as a multiscreen sponsor of TNT's new competition series The Great Escape for its first season.
The sponsorship, financial terms of which were not disclosed, includes in-show integrations, on-air promotion and digital support. In addition to Volvo, Michelob Ultra will sponsor The Great Escape through on-air brand mentions.
During each episode, TNT will air a short-form vignette using three Volvo S60s in a dramatic escape scenario to transition into commercial time, followed by a Volvo commercial. The Great Escape will also use a Volvo in each episode, occasionally as the escape vehicle for the challenges.
Volvo's digital support includes The Great Escape microsite, located at TheGreatEscape.TNTDrama.com, and the show's sync app The Great Escape Breakout. The latter invites users to interact with other fans, view behind-the-scenes content and participate in a watch and play along game in which they can earn points to enter to win a trip to Hawaii.
Premiering June 24, The Great Escape drops competitors in a secret location from which they must escape, while overcoming both physically- and mentally-challenging obstacles.