The two high-profile shows are teaming up on the “Armchair Detective Mystery Weekend,” a murder-mystery experience at two Hyatt Resorts. 50 fans will have the chance to spend a weekend trying to solve crimes like The Closer’s Brenda Leigh Johnson and Rizzoli & Isles’ Jane Rizzoli and Maura Isles. New episodes of the two series are set to launch 11/28.
In a twist on popular murder-mystery parties, the Armchair Detective Mystery Weekend experience will begin with a nationwide sweepstakes to choose the participants. They can enter at http://tnt.tv/armchairdetective from now until 12/31. Then in February, Hyatt Regency Huntington Beach Resort & Spa in California (Feb. 17-19) and Hyatt Regency Tamaya Resort & Spa in Santa Ana, NM. (Feb. 24-26) will each welcome 25 sweepstakes winners and their guests for the murder-mystery weekend.
During the event, the winners will play the police detectives, while actors will play suspects, witnesses and other key players to drive the story and advance the game against the backdrop of a luxurious Hyatt resort. In addition, clues and advice will be provided by various characters from The Closer and Rizzoli & Isles. Special prizes will go to participants who successfully solve the crime during their weekend stay.
The Closer is finishing its seventh and final season, averaging 8.7 million viewers. Rizzoli & Isles is continuing its second season, averaging 8.9 million viewers.
The Armchair Detective Mystery Weekend will be promoted heavily by both TNT and Hyatt through their respective assets. TNT’s promotion will include on-air, online at tnt.tv and via social media. Hyatt’s promotion will span more than 110 Hyatt properties, with branded key-card sleeves that invite fans to “unlock the evidence to close the case”; specially designed chocolate deserts and cocktails that play on the shows’ leading characters; lobby and restaurant signage; in-room messaging; Hyatt Gold Passport member emails and newsletters; and messaging on Hyatt.com and Hyatt social media outlets.
Tricia Melton, SVP/Marketing for TBS, TNT and Turner Classic Movies, told the NY Times that the experience to emulate the stars of the two TNT series is intended for an audience segment that “at TNT we affectionately call armchair detectives. These viewers are women who have an analytical tendency and a real love for solving the cases along with the characters on the shows.”
RBR-TVBR observation: Talk about brand immersion and interactive television—this is about as far as it can be taken without actually airing the weekend’s events as an episode. These deals are typically signed during the upfront season. Creative pitches such as this from the networks move the needle with clients, no doubt. Other examples include the TCM Classic Cruise, to be held in December and Discovery’s MythBusters: Behind the Myths Tour.