[11/10/10 - 12:02 PM]
USA Network & Hyundai Reunite to Introduce An Immersive Storytelling Experience
The Hyundai Genesis Coupe will be integrated into "Burn Notice" as Fiona's (Gabrielle Anwar) vehicle.

[via press release from USA]


Hyundai Genesis Coupe comes to life on every medium through a fresh new integrated campaign aligned with No. 1 Series Burn Notice

NEW YORK, NEW YORK - November 10 - USA Network announced today a 360 degree marketing collaboration between Hyundai and the hit television series, BURN NOTICE. The multiplatform partnership marks the second consecutive year that USA and the innovative automotive brand Hyundai have teamed up to introduce new fan experiences. This time the partners are kicking it up a notch by launching a unique cross-media adventure called Black Ops. The transmedia nature of the adventure allows fans different experiences across TV, online and mobile mediums, providing fresh activities that tie back to the larger show narrative. BURN NOTICE, the No. 1 scripted series on cable in the coveted P18-49 demo, returns to USA for its new season on November 11 on Thursdays at 10/9c.

"We're excited to re-team with Hyundai to create an immersive program that highlights the shared brand attributes of innovation and style found in both the series and the Genesis Coupe," said Chris McCumber, USA's executive vice president, marketing, digital and brand strategy.

As the exclusive presenting sponsor of the fall premiere, the Hyundai Genesis Coupe will be integrated into the series as Fiona's (Gabrielle Anwar) vehicle, featured in a custom on-air vignette and star in all six levels of the groundbreaking new immersive storytelling experience, BLACK OPS (www.BURNNOTICEOPS.COM). BLACK OPS allows fans to live out their fantasy spy lives through a series of increasingly challenging weekly missions.

"My writing team and I approach the development of this gaming experience a lot like we would an episode of the series," said Matt Nix, creator, executive producer and writer, BURN NOTICE. "The experience ties directly into the show's story-line, is based on the program's mythology and gives fans something new so they can engage with the series beyond watching the show."

Black Ops follows fans as they're taken hostage by the show villain, Vince Cutler (played by Rhys Coiro, who is prominently featured in the digital narrative) and whisked through the streets of Miami, featuring adrenaline-pumping car chases, explosions and stunts that were shot on location in Miami. Black Ops provides one of the most realistic first-person video alternate reality environments from the network to-date. Additionally, each week fans have the chance to win prizes for completing missions and can enter to win the ultimate prize - a Hyundai Genesis Coupe.

In another "first" for USA, the net will take its "Character Builder" on-air vignette series to the streets to provide a unique look at the "anatomy of a chase." The action-packed vignette allows fans to go behind the scenes with legendary stunt coordinator Artie Malesci as he breaks down what goes into creating some of the show's most intricate chase scenes, featuring the performance and remarkable handling of the Hyundai Genesis Coupe.

"Hyundai's partnership with USA Network's BURN NOTICE and integration with Black OPS creates numerous opportunities for fans of the show to experience Hyundai's most dynamic performance car ever, the Hyundai Genesis Coupe," said Jackie Kim, director of Marketing Strategy and Promotions, Hyundai Motor America

BURN NOTICE stars Jeffrey Donovan as Michael Westen, a blacklisted spy who finds himself stranded in sun-soaked Miami. The action-packed season four commenced with a new counterintelligence expert, Jesse Garcia, played by Coby Bell ("Third Watch"), who loves to fight bad guys just as much as Michael does. Also heating up the night with our hot undercover agent are Fiona (Gabrielle Anwar), the beautiful ex-IRA operative and Michael's ex-girlfriend; Sam (Bruce Campbell), our favorite washed-up military intelligence muscle; and Michael's mother (Emmy Award-winner Sharon Gless), who is one tough cookie herself.

In its fourth season run, BURN NOTICE continues to be one of the most popular shows on the television landscape with a record-breaking audience of 9.1 million viewers in last season's finale.

The BLACK OPS experience was developed in conjunction with Glow Interactive (www.glowinteractive.com) and the buying agency was Initiave.

USA Network is the #1 network in all of basic cable and is seen in over 102 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.

  [november 2010]  


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