Is it that they have good characters? Check
Is it that they give us steady shows nowhere near brink of cancellation? Check
Is it that they let us giveaway gift packs of White Collar, Royal Pains and Fairly Legal for example? Check
Is it that they take good care of their fans? Check
And here´s why: USA recently launched the game “36 Hours” in conjunction with Ford. It’s a great, really fun game where White Collar fans can play a mission each week, for a chance to win a new Ford Fusion.
As they call it, it´s another example of great brand partnership, that doesn’t result in a bunch of ads thrown at fans. It gives them an interactive campaign that gives them the chance to really win something big.
Check Out 36 Hours White Collar and Ford Fusion game here
Ford Fusion Comes to Life on all White Collar Platforms through a Socially-Driven Gaming Experience, In-Show Integration & Custom Vignettes
USA Network announced today the launch of a new multimedia initiative as part of its continuing exclusive partnership with the Ford Fusion and the hit original series WHITE COLLAR The integrated offerings are set to include in-show placement, a customized Ford on-air vignette starring series co-star Tim DeKay and integration into USA’s newest show-themed online game 36 Hours (36hours.usanetwork.com). Season two of WHITE COLLAR returned with all-new episodes on Tuesday, January 18 at its new time, 10/9c. The announcement was made today by Chris McCumber, USA’s executive vice president, marketing, digital and brand strategy.
“Our team strives to find the perfect partners for all show experiences, and Ford and its brand are just that for WHITE COLLAR. We’re thrilled to continue this partnership and are extremely excited to see the fan reaction to the new elements we’ve worked hard to bring to reality,” said McCumber.
Ford’s environmentally responsible Fusion Hybrid is the official car of WHITE COLLAR, driven by agent Diana Barrigan (played by Marsha Thomason), and is featured throughout the series. In conjunction with the season 2.5 premiere, USA will launch a new on-air Character Builder Vignette featuring Tim DeKay (who plays lead agent Peter Burke) in which he will analyze what motivates and defines his character. The Ford partnership extends off-channel with Ford integration into 36 Hours, an immersive online game in which players participate in a series of challenges to catch a thief while working backwards to put the pieces of their investigation together. The game was developed with WHITE COLLAR creator and executive producer Jeff Eastin to ensure the transmedia experience was authentic to the storyline and its characters. Eastin appears in an opening video on the game splash page and invites players to follow him on Twitter (@jeffeastin) for clues along the way. The game features the 2011 Ford Fusion Hybrid as a key part of each mission. Vehicle features such as SYNC, SIRIUS Travel Link and SmartGauge Hybrid Technology were organically integrated into the game-play. Building upon the success of last season’s Chasing the Shadow online game, 36 Hours (36hours.usanetwork.com) takes gaming to a whole new level through social and mobile participation on Facebook, Twitter and YouTube, where fans can discover game clues as well as earn points by “liking” and sharing content with friends. The last ties into USA’s newest Character Rewards affinity program, WHITE COLLAR Society, where fans get rewarded for content consumption and can redeem their points for virtual and tangible goods.
As the exclusive presenting sponsor, Ford will gain pre-promotional spots, enhanced tune-ins and in-show integration. They will also be featured in co-branded promos developed to encourage fans to log-in online, experience 36 Hours and try their hand at winning a Ford Fusion 2011.
“What we love about working with USA Network on WHITE COLLAR is that Ford gets to bring the show’s enthusiastic fans some great extra content plus, through the online game, a chance to have their own White Collar inspired experience,” said Ford Brand Content and Alliances Manager Jeff Eggen.
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