TNT to Air Sponsored Microseries During July Ad Breaks

By Jon Lafayette

TNT said it will air episodes of a microseries sponsored by Dodge and AT&T during commercial breaks in its prime-time programming this summer.

The microseries, called “Lucky Chance,” was produced by Full Circle Entertainment and Espionage. Comprised of 20 two-minute episodes, the series follows an undercover Drug Enforcement Administration agent who drives a Dodge Challenger and uses AT&T mobile technology to complete his mission.

The series will launch July 22, with the first six episodes appearing with an episode of “Bones” that will feature no other national advertisements. Episodes 7 through 10 will appear during back-to-back episodes of “Law & Order” on July 23. The final 10 episodes will appear on July 29, through episodes of “Law & Order,” “Bones” and another episode of “Bones” with limited commercial breaks.

Spots urging viewers to tune in to see “Lucky Chance” will promote the involvement of AT&T and Dodge.

The episodes also will appear online after they appear on cable.

“Through effective storytelling, entertaining content and like-minded marketing partnerships, we continue to provide a reason for viewers to stay tuned to our network throughout the commercials and drive them to seek more content on other screens,” said Linda Yaccarino, executive VP at Turner Entertainment ad sales and marketing, in a statement.

Dodge is using the series as part of its relaunch of the Challenger model. “We’re thrilled to have the 2009 Challenger play a supporting role in this TNT microseries because it presents us with a unique way to continue building excitement for the vehicle before it arrives in dealer showrooms this fall,” said Mike Accavitti, director, Dodge Brand and SRT Global Marketing, Chrysler. “And through the Challenger’s integration into the storyline, we have the opportunity to showcase the unmistakable design, world-class handling, powerful engine and technology built into this modern American muscle car.”

(Editor: Jensen)