[01/19/10 - 07:35 AM]
USA Network and Ford Launch Interactive Game to Support Hit Series White Collar
CHASING THE SHADOW was developed in conjunction with show creator Jeff Eastin.

[via press release from USA]


Ford Taurus Limited Stars as Ultimate Crime-Solving Vehicle for FBI Trainee Players � in WHITE COLLAR: CHASING THE SHADOW

NEW YORK, NEW YORK � January 19, 2010 � USA Network announced WHITE COLLAR: CHASING THE SHADOW (http://chasingtheshadow.usanetwork.com), an interactive game that allows fans to take their love of the critically acclaimed USA drama, WHITE COLLAR, to new levels of online interaction. WHITE COLLAR, which follows a con artist and FBI agent who team to catch the bad guys, now gains an online story extension through CHASING THE SHADOW, which was developed in conjunction with show creator Jeff Eastin.

The game gives fans the chance to be a part of the crime-solving team through seven levels of cat and mouse situations, clue deciphering and tests of detective skills. Armed with various crime solving tools, including the 2010 Ford Taurus Limited (with actual car features utilized in the game) players are in hot-pursuit of notorious villain, The White Shadow and the ultimate chance to win a Ford Taurus Limited. The announcement was made by Jesse Redniss, USA's vice president of digital.

"USA is constantly developing new online components to support original on-air programming, allowing our fans to continue to interact with their favorite characters in an active, engaging way," said Redniss. "Working with Ford on WHITE COLLAR: CHASING THE SHADOW has allowed us to tap into a brand whose message resonates with the characters and ultimately the viewership, while incorporating innovative feature's from the Ford Taurus to become part of the players' experience."

CHASING THE SHADOW comprises a series of challenges that expand in skill, mental dexterity and ability to analyze clues week-over-week, making it critical for players to pay attention to recaps throughout to successfully capture The White Shadow. The game ultimately makes players responsible for assisting Neal Caffrey (Matt Bomer) and Peter Burke (Tim DeKay), the two main characters of WHITE COLLAR, in solving a case that has gone on for many years and perplexed even the most seasoned FBI agents.

The on-air uses of actual Ford Taurus features come to life through the gaming experience, becoming an integral part of the players ability to solve each caper, from using in-vehicle voice-activated communications system Ford SYNC� to access SMS messages to the Multi-Contour� massaging seat feature allowing players to realize something is amiss, the game immerses players in the world of virtual crime-solving.

"With the launch of the new Taurus, we were looking for marketing opportunities that could help us showcase Taurus's innovative features and engage new consumers to drive one," said Jeff Egen, Ford car experiential marketing manager. "Teaming up with USA and their hit program, WHITE COLLAR provided both the creative product integration and deeper online consumer experience that we wanted."

True to the USA's 360 degree marketing approach the campaign surrounding the game and Ford Taurus integration will be supported by on-air advertising, rich media online content, search optimization components and weekly updates to fan groups on popular social media networks, to ensure players' have all the advantages. "From traditional advertising components to the Ford Taurus Limited branded entertainment elements in season one, USA has worked with Ford to ensure the brand and Taurus messaging are infusive versus intrusive throughout the complete experience," remarked Redniss.

The game was developed in conjunction with Glow Interactive (www.glowinteractive.com).

WHITE COLLAR is this fall season's most critically acclaimed dramas about the most unlikely of partnerships between a con artist (Matt Bomer) and an FBI agent (Tim DeKay). The show also stars Tiffani Thiessen, Willie Garson and Natalie Morales. WHITE COLLAR was created and is executive produced by Jeff Eastin and comes from Fox Television Studios. The show is shot entirely on location in and around New York City.

USA Network is the #1 network in all of basic cable and is seen in over 98.5 million U.S. homes. A division of NBC Universal, USA is the cable television leader in original series and home to the best in blockbuster theatrical films, acquired television series and entertainment events. The award-winning USA website 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.

  [january 2010]  


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