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. Burn Notice is a sexy, action-packed original series starring Jeffrey Donovan as Michael Westen, a blacklisted spy.
Saab USA sponsored the second season premiere of the original series, which aired on 7/10 at 10/9c on USA. A Saab 9-3 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 7/17 and will continue online for nine weeks. The announcement was made by Chris McCumber, USA’s EVP/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 9-3 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 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 9-3 convertible and a visit to the set of the show in Miami — or one of 50 first prizes — a pair of Oliver Peoples sunglasses as worn by Michael Westen (Jeffrey Donovan) in the show.
Saab 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.
The second season premiere 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 YTD.