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USA Network and Saab USA, a Division of GM, Partner on 'BURN NOTICE'
Sunday, July 20, 2008
Saab USA Integrated into Series and into online Alternate Reality Experience "Covert Ops"
LOS ANGELES, July 20 /PRNewswire/ -- USA Network has teamed up this year
with Saab USA as a key partner of USA's hottest show last summer and the
number one new show among P25-54 on cable, BURN NOTICE. Saab USA sponsored
the second season premiere of the hit original series, which aired on
Thursday, July 10 at 10/9c on USA. A Saab nine three convertible was
integrated into the show as Fiona's (Gabrielle Anwar) car. Additionally, USA
with the help of executive producer and creator Matt Nix, and in conjunction
with Omelet, created an online alternate reality experience called "Covert
Ops," which launched within the second episode last Thursday, July 17 and will
continue online for nine weeks. The announcement was made by Chris McCumber,
USA's executive vice president, marketing, digital and brand strategy.
"Saab USA is another example of the many ways we're partnering with our
advertisers across multiple platforms, and we're pleased to work with them
again for the second season of BURN NOTICE," said McCumber. "We're confident
that the Saab nine three convertible will play an integral role in our
upcoming season."
"USA understands its audience both in terms of its breakthrough
programming and its ability to market its audience in a language they
understand, entertainment," said Steven Amato, partner, Omelet. "This project
was extremely appealing to us because it allowed Omelet to do what it does
best, work alongside next-generation television creators like Matt Nix as well
as next-generation marketers like USA and Saab USA and break the traditional
mold. Seeing the marketing as an extension of the entertainment is an evolved
and future-driven approach."
Housed at www.BurnNoticeOps.com, Covert Ops invites players to become an
operative and to help Fiona, Michael Westen's ex-girlfriend, and a new client
solve their case. The Saab nine three convertible will be integrated into the
game through branding experiences tied to nine missions. Throughout the
experience, players will receive interactive video hints, emails and text
messages from the cast as they are given instructions for their weekly
challenge. Tasks include shutting down security systems, planting evidence,
performing phone taps and other espionage activities. All players who
complete each challenge are eligible to win the Grand Prize -- a 2009 Saab
nine three convertible and a visit to the set of the show in Miami -- or one
of fifty (50) first prizes -- a pair of Oliver Peoples sunglasses as worn by
Michael Westen (Jeffrey Donovan) in the show.
Saab USA will also be included in tune-in spots for the premiere, promo
spots driving viewers to the Covert Ops Experience and the accompanying
sweepstakes, as well as in-show snipes and bumpers.
BURN NOTICE, is a sexy, action-packed original series starring Jeffrey
Donovan as Michael Westen, a blacklisted spy. Series also stars Gabrielle
Anwar, Bruce Campbell, Sharon Gless and joining the cast this season in a
recurring role is Tricia Helfer. Stuck in his hometown of sun-soaked,
bikini-filled Miami -- a tropical paradise but a place he never wanted to
return to -- Michael Westen is now cut loose. With a burn notice attached to
his name, he has no idea what or who triggered his demise. With the help of
his ex-girlfriend and his buddy, Michael is determined to find out the reason
for his sudden termination. Unable to utilize his normal contacts and needing
to stay under the spy network radar, he puts his Special Ops training to use,
helping those who the police can't or won't, in order to fund his ongoing
personal investigation.
The second season premiere of BURN NOTICE on July 10 delivered more P25-54
(2.69 million) and P18-49 (2.36 million) than any prior episode of the series
and was the #2 P25-54 delivery for any original scripted series telecast on
cable this year to date. NBC was the only network, broadcast or cable, to
deliver more P25-54 or P18-49 than BURN NOTICE in Thursday's 10P hour.
Compared to the series premiere of BURN NOTICE last summer the season two
premiere was up +23% in P25-54, +19% in P18-49 and +35% in total viewers.
Saab is a division of General Motors Corp. Saab Automobile USA is the
importer and/or distributor of Saab 9-3, 9-5 and 9-7X automobiles for Saab
Automobile AB, Sweden. For the 2009 model year, Saab offers XM Satellite Radio
and OnStar standard in its entire vehicle portfolio. In addition to 4
years/50,000 miles bumper-to-bumper warranty, including roadside assistance
and courtesy transportation, every new Saab comes with 3 years/36,000 miles
no-charge scheduled maintenance. Visit www.saabusa.com for more information.
Omelet is a Los Angeles based full service branding, advertising and
entertainment company comprised of advertising creative executives and
Hollywood executive producers. Omelet specializes in creating "Marketing
Formats" that deliver organic media-neutral creative solutions designed to
solve a brand's core business challenge. At the forefront of the ever-evolving
marketing landscape, Omelet is helping to redefine how brands and
entertainment co-exist. Omelet has worked with a variety of clients including
ABC, Activision, Anheuser-Busch, Amstel Light, Bioware, The Coffee Bean & Tea
Left, EA, Easton Sports, Fox Mobile Entertainment, Fox TV Studios, G4 Network,
Guthy-Renker, Moretti Beer, Microsoft, NBC 'Green is Universal," Outfest,
Pandemic, Paulaner Beer, Riddell, Toyota Matrix, USA Network, Vivendi Games
Mobile and Vivendi Games.
USA NETWORK is cable television's leading provider of original series and
feature movies, sports and entertainment events, off-net television shows, and
blockbuster theatrical films. The #1 network in basic cable, USA Network is
seen in nearly 94 million U.S. homes. The USA Network Web site is located at
www.usanetwork.com. Characters Welcome.
USA Network is a program service of NBC Universal Cable a division of NBC
Universal, one of the world's leading media and entertainment companies in the
development, production, and marketing of entertainment, news, and information
to a global audience.
SOURCE USA Network
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