Hyundai to Sponsor TNT's LEGENDS

This summer, TNT and Hyundai are coming together to reward viewers eagerly awaiting the August 13 premiere of the TNT original series Legends, starring Screen Actors Guild Award(R) winner Sean Bean (Game of Thrones, The Lord of the Rings). Starting August 6, fans can enjoy the full-length, premiere episode a week prior to the series' television debut by accessing TNT Video on Demand (VOD) on their TV, or by logging-in with their TV service provider user name and password via the WatchTNT app on mobile devices or online at TNTDrama.com. The sneak peak and premiere episodes will be presented by the all-new 2015 Hyundai Genesis with limited interruption.

In Legends, Bean plays Martin Odum, an undercover agent working for the FBI's Deep Cover Operations (DCO) division. Martin has the uncanny ability to transform himself into a different person for each job. But he begins to question his own identity when a mysterious stranger suggests that Martin isn't the man he believes himself to be.

The theme of identity will extend beyond the digital sneak peek premiere into the limited commercial breaks when TNT debuts the original film short The Genesis. The short comes to the network and Hyundai from New Form, a digital content studio whose Partners include Ron Howard and Brian Grazer. Featured as the first branded content partnership between New Form and TNT, the film short will embody the dramatic suspense of Legends, while signifying the bold appeal of the Hyundai Genesis as it's seamlessly integrated as the main character's vehicle throughout the thrilling storyline. The Genesis will also be made available to view across multiple distribution platforms, notably TNT VOD; TNT, Legends and Hyundai social media; and in its entirety on the Legends show page at TNTDrama.com, where the Hyundai Genesis will serve as the exclusive sponsor.

The Genesis complements the automaker's overall multi-screen, season-long series sponsorship, developed to highlight the Hyundai Genesis' bold design and inspiring technology through seamless in-show brand integration and television, digital and social promotion. Through organic brand integration, Genesis will play a starring role within Legends' dramatic plot. Featured within introductory episodes, Genesis will be naturally highlighted in scenes featuring Martin as he assumes the legend of Dante Auerbach, an international arms dealer known as the "Lord of War." In addition to sponsoring the full season on-air, Hyundai will sponsor the season across digital, while serving as the exclusive auto advertiser within commercial time. Further, to enhance the brand's overall digital presence, Hyundai will sponsor the social media aggregator on the Legends home page and the show's weekly social sync, insider updates distributed across the show's social media handles providing fans with bonus content as the series' storyline unfolds.

"As viewers enjoy the sneak peek premiere of Legends, they will be treated to an upgraded experience with the debut of The Genesis," said Dan Riess, senior Vice president of integrated marketing, Turner Entertainment Ad Sales and Marketing. "This captivating short comes to us from New Form, a company led by two of the most compelling storytellers in the business, and represents how far our industry has quickly come with branded content distribution. Utilizing the power of television, combined with digital opportunities, we are able to share content across television, web, social, VOD and digital in formats that will lead to desirable impact for our client."

"We're thrilled to be involved with the beginning of this new franchise with such a talented team both behind and in front of the camera," said David Matathia, director of marketing communications, Hyundai North America. "At Hyundai, we love going beyond the traditional by engaging with viewers through multiple screens and with unique content designed to enhance the viewer's experience. Being part of Legends and The Genesis is a great way for us to do that."

"This project represents a real partnership for us. Our DNA is in telling great stories. Hyundai is a forward-thinking partner to bring that story to the digital realm. And Turner is helping us rethink distribution of these social stories, for the web and beyond," said New Form Digital Chief Creative Officer Kathleen Grace.

To post a comment, you must register and login.