TNT, MasterCard and GSD&M Know Dramatic Branded Entertainment
Brands to Engage Viewers With MasterCard Mini-Drama Premiering August 19
Across Linear and Digital Platforms
AUSTIN, Texas, Aug. 16 /PRNewswire/ -- 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. 19 at 8 p.m., and again at 10:15 p.m. within the film's encore presentation. After the premiere presentation, Late will air again on TNT the following four weekends, during the TNT Drama Lounge featured film. The piece will also run across multiple digital extensions including TNT on Demand, TNT.tv, MasterCard's Priceless.com and TNT on AOL. The partnership was created by MasterCard's media agency GSD&M. "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." Late opens with a professional 20-something male driving along a busy street with a pile of cash on his passenger seat. The story unfolds when he has a leading phone conversation with someone who is anticipating the cash drop-off and provides specific instructions on how that cash is to be provided. Through a series of suspenseful scenes that feature the nervous driver stopping to make a briefcase purchase using his MasterCard and an intense briefcase exchange amongst a crowd of people, the viewer is caught up in the events unfolding within this dramatic adventure. At the closing of the piece, the camera pans out to show the director and TNT production crew who have been filming the mini-drama. The final image in the sequence features the TNT and MasterCard logos, alongside the closing message, "Saving the Drama." 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. About MasterCard Worldwide MasterCard Worldwide advances global commerce by providing a critical economic link between financial institutions, businesses, cardholders and merchants worldwide. As a franchisor, processor and advisor, MasterCard develops and markets payment solutions, processes more than 14 billion payments each year, and provides industry-leading analysis and consulting services to financial institution customers and merchants. Through its family of brands, including MasterCard(R), Maestro(R) and Cirrus(R), MasterCard Worldwide serves consumers and businesses in more than 210 countries and territories. For more information go to http://www.mastercardworldwide.com . About GSD&M Started as an advertising agency in 1971 by six entrepreneurial college graduates, GSD&M has become a destination for companies seeking visionary ideas that solve their significant marketing problems. Believing that collaboration leads to innovation, GSD&M partners with creative thinkers across a wide and diverse range of disciplines. Their unique style has helped build some of the country's most respected brands, including BMW, Wal-Mart, the new AT&T, MasterCard, Chili's, DreamWorks SKG and the U.S. Air Force.
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