TNT, MasterCard and GSD&M Know Dramatic Branded Entertainment

August 16,2006 - YahooNews

Turner Network Television (TNT) and MasterCard Worldwide are engaging viewers this August with Late: A MasterCard Mini-Drama, a TNT original production that promises to take viewers on a 2- minute high speed adventure. Late premieres within the film Runaway Jury on TNT Aug.

"We are always looking for new and innovative ways for MasterCard to engage with consumers," said Betty Pat McCoy, SVP/Director of National Broadcast for GSD&M. "By partnering them with TNT to create this mini-movie, viewers will be rewarded with a unique entertainment experience that also delivers a relevant MasterCard message."

TNT will drive tune-in for Late, and each weekend's featured TNT Drama Lounge film on-air, leading up to the presentation, starting with the first one on Aug. 19.

Late will also receive extended play time through digital extensions including TNT on Demand, where it will be available to viewers starting in October as a standalone offering and embedded in two of the featured TNT films. Viewers may also download the video starting Aug. 19 through TNT.tv, MasterCard's Priceless.com and TNT on AOL.

"It's a great mini-movie which also seamlessly integrates the MasterCard brand into the storyline, demonstrating how consumers can use our products in everyday life," added Michael Lao, VP/Global Media, at MasterCard Worldwide.