USA Network has entered into a multi-platform partnership with Ford for its original series White Collar that will feature the brand’s Fusion vehicle across various consumer touchpoints. The critically-acclaimed hit series in its second season stars Matt Bomer (“Chuck,” “Tru Calling”), Tim DeKay (“Tell Me You Love Me,” “Carnivale”), Tiffani Thiessen (“What About Brian,” “Fastlane”), Willie Garson (“Sex and the City,” “John from Cincinnati”), Sharif Atkins (“ER,” “Hawaii”) and Marsha Thomason (“Lost,” “Las Vegas”).
Ford’s continued partnership with the show is designed to create continuity while consistently driving a strong, organic association between the Ford Fusion and Agent Barrigan (Thomason). Beginning in mid-August, USA will launch an exclusive online video series that stars Thomason driving a Ford Fusion Hybrid. The vignettes allow fans to experience the bright lights and big city of New York as she takes users on a personalized tour of iconic NYC locations featured in episodes from Seasons 1 and 2, all while learning about the smart features of Fusion.
The vignettes will be integrated into a highly interactive Map of New York, along with images and information about each location. The guide will live on the official usanetwork.com White Collar show site and will be promoted through Facebook, Twitter and on partner sites. Additionally, the online campaign will be supported with tagged digital drivers.
“The Fusion Hybrid is a perfect fit for this “Behind the Scenes” tour of the city. Delivering 41 MPG in the city, the Fusion Hybrid has unmatched fuel economy and all the latest technology to make navigating downtown Manhattan simple,” said Jeff Eggen, Ford Experiential Marketing Manager. “Last season we used White Collar to help launch the 2010 Ford Taurus by creating a unique experience for show fans with the popular Chasing the Shadow online game,” said Eggen.
The campaign culminates with the Ford Fusion Hybrid powering the season finale with exclusive new content in a commercial pod takeover. In addition to pre-promotional tune-ins and in-show elements, during the finale on Tuesday, 9/7, Ford will receive an exclusive powerpod that includes a 90-second scripted vignette starring Thomason exploring the show’s glamorous locations and an adjacent :30-second Ford Fusion commercial that will lead viewers right back into the show. The buying agency is Mindshare.