[07/20/08 - 01:28 PM]
USA Network and Saab Usa, a Division of Gm, Partner on "Burn Notice"
The brand will be integrated into the series as well as an online alternate reality experience called "Covert Ops."

[via press release from USA]


Saab USA Integrated Into Series and into online Alternate Reality Experience "Covert Ops"

LOS ANGELES, CALIFORNIA - July 20, 2008 - 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. Saab USA sponsored the second season premiere of the hit original series, which aired on Thursday, July 10 at 10/9c on USA. A Saab nine three 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 last Thursday, July 17 and will continue online for nine weeks. The announcement was made by Chris McCumber, USA's executive vice president, 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 nine three 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 nine three convertible 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 nine three convertible and a visit to the set of the show in Miami - or one of fifty (50) first prizes - a pair of Oliver Peoples sunglasses as worn by Michael Westen (Jeffrey Donovan) in the show.

Saab USA 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.

BURN NOTICE, is a sexy, action-packed original series starring Jeffrey Donovan as Michael Westen, a blacklisted spy. Series also stars Gabrielle Anwar, Bruce Campbell, Sharon Gless and joining the cast this season in a recurring role is Tricia Helfer. Stuck in his hometown of sun-soaked, bikini-filled Miami - a tropical paradise but a place he never wanted to return to - Michael Westen is now cut loose. With a burn notice attached to his name, he has no idea what or who triggered his demise. With the help of his ex-girlfriend and his buddy, Michael is determined to find out the reason for his sudden termination. Unable to utilize his normal contacts and needing to stay under the spy network radar, he puts his Special Ops training to use, helping those who the police can't or won't, in order to fund his ongoing personal investigation.

The second season premiere of BURN NOTICE on July 10 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 year to date. NBC was the only network, broadcast or cable, to deliver more P25-54 or P18-49 than BURN NOTICE in Thursday's 10P hour. Compared to the series premiere of BURN NOTICE last summer the season two premiere was up +23% in P25-54, +19% in P18-49 and +35% in total viewers.

Saab is a division of General Motors Corp. Saab Automobile USA is the importer and/or distributor of Saab 9-3, 9-5 and 9-7X automobiles for Saab Automobile AB, Sweden. For the 2009 model year, Saab offers XM Satellite Radio and OnStar standard in its entire vehicle portfolio. In addition to 4 years/50,000 miles bumper-to-bumper warranty, including roadside assistance and courtesy transportation, every new Saab comes with 3 years/36,000 miles no-charge scheduled maintenance. Visit www.saabusa.com for more information.

Omelet is a Los Angeles based full service branding, advertising and entertainment company comprised of advertising creative executives and Hollywood executive producers. Omelet specializes in creating "Marketing Formats" that deliver organic media-neutral creative solutions designed to solve a brand's core business challenge. At the forefront of the ever-evolving marketing landscape, Omelet is helping to redefine how brands and entertainment co-exist. Omelet has worked with a variety of clients including ABC, Activision, Anheuser-Busch, Amstel Light, Bioware, The Coffee Bean & Tea Left, EA, Easton Sports, Fox Mobile Entertainment, Fox TV Studios, G4 Network, Guthy-Renker, Moretti Beer, Microsoft, NBC 'Green is Universal," Outfest, Pandemic, Paulaner Beer, Riddell, Toyota Matrix, USA Network, Vivendi Games Mobile and Vivendi Games.

USA NETWORK is cable television's leading provider of original series and feature movies, sports and entertainment events, off-net television shows, and blockbuster theatrical films. The #1 network in basic cable, USA Network is seen in nearly 94 million U.S. homes. The USA Network Web site is located at www.usanetwork.com. Characters Welcome.

USA Network is a program service of NBC Universal Cable a division of NBC Universal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.

  [july 2008]  


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