TBS and Chrysler to Drive Home Branded Messaging for Tyler Perryâs HOUSE OF PAYNE through Customized Integrated Tune-Ins, Mobisodes and Broadband Video
Tyler Perryâs HOUSE OF PAYNE, the breakout TBS sitcom hit, is carpooling with Chrysler this fall through a multi-video TBS branded messaging campaign.
A custom Chrysler on-air tune-in shot with the cast of HOUSE OF PAYNE and the all-new 2008 Chrysler Town & Country will be featured on TBS, while product integration will also be featured within two of the showâs mobisodes, available on TBS WAP (Wireless Application Protocol) at TBS.mobi.
The Chrysler brand will extend the messaging to include HOUSE OF PAYNE on-air billboards and tune-ins every Wednesday night, sponsor all HOUSE OF PAYNE video at TBS.com and feature creative content during HOUSE OF PAYNE episodes on TBS Video on Demand during the promotional period. The co-branded promotion will highlight the all-new 2008 Chrysler Town & Country.
âCreating custom messaging for todayâs ânowâ consumer requires us to think strategically about what platforms work best when developing new media and custom promotional opportunities for our marketing partners,â said Joe Hogan, senior vice president, Turner Entertainment Ad Sales & Marketing. âBy working together with Chrysler to determine their ultimate brand goal and the key product attributes they want to communicate to consumers, we were able to develop a strong promotion on many levels that will resonate with HOUSE OF PAYNE viewers.â
From Wednesday, Oct. 31-Nov. 21, a custom-produced HOUSE OF PAYNE tune-in featuring the cast of the show and Chrysler product messaging will be featured during the showâs timeslot, Wednesday nights with back-to-back episodes beginning at 9 p.m. (ET/PT). The vignette will run within five commercial breaks each featured night. The creative content features âPopsâ Payne escaping to the driveway to retreat in their Town & Country, when his family ends up following him into the minivan to play games and watch TV. The spot showcases how the Chrysler Town & Country can feel like a family living room-with the comfort to fit the entire family and the functionality to watch the HOUSE OF PAYNE on TBS.
Running approximately 1-3 minutes in length each, HOUSE OF PAYNE mobisodes, featuring short vignettes of life among the Paynes, will be found on both TBS WAP (Wireless Application Protocol) at TBS.mobi. Two specially produced HOUSE OF PAYNE episodes featuring family life among the Paynes will also feature the Town & Country integrated within the storyline, promoting both the visual appeal of the minivan, as well as key features including space to fit an entire family. In addition, on TBS.mobi, custom Chrysler pre-roll will run prior to the start of each mobisode.
HOUSE OF PAYNE, which comes to TBS from Debmar-Mercury, premiered with ad-supported cableâs #1 sitcom telecast of all time among key adult demos, households and viewers. Airing currently with back-to-back episodes Wednesdays beginning at 9 p.m. (ET/PT), the show ranks as ad-supported cableâs #1 sitcom among adults 18-49 and televisionâs #1 program among African-American adults 18-49.
