TBS will debut episodes of a long-form advertising micro-series featuring Revlon products and Match.com during “Sex and the City” tonight.
The deal to develop the “Commuter Confidential” micro-series to incorporate Revlon products and the Match.com dating service is Turner Entertainment’s latest foray into this new product integration format.
Turner recently unveiled plans for a crime potboiler micro-series dubbed “Lucky Chance” with Dodge and AT&T Wireless during “Law & Order” episodes later this summer.
“Sex and the City” will carry 20 two-minute episodes of “Commuter Confidential” in its 11 p.m. (ET) TBS time slot over the next four weeks. The mini-series plotline mirrors the comedy of the HBO-produced “Sex” series. “Confidential” features four female characters and their diverse ways of dealing with the world around them.
In between discussing day care worries and food cravings, they all use Match.com—one character going on her fifth date with a fireman she met there—and Revlon products. One character uses Revlon Custom Creations foundation, telling her girl friend how to turn its dial for the ideal skin tone. Another character uses Revlon Super Lustrous lipstick in another episode.
Both brands will also be involved in co-branded on-air support for the micro-series and custom elements planned for TBS.com. Revlon and Match.com will also be featured in pre-roll video spots on TBS.com.
Linda Yaccarino, executive vice president and general manager of Turner ad sales and marketing, believes firmly in the micro-series approach of engaging viewers in a narrative mode to encounter a commercial message.
“We are absolutely committed to this format,” Yaccarino said when Turner sealed the deal for “Lucky Chance.”
Avid advertiser interest in the form and positive viewers response to “Love Bites,” a micro-series TBS ran last summer are informing Turner’s aggressive tact. It also represents a more significant ad buy than the typical 30-second schedules.
A second season of “Commuter Confidential” is a possibility. Turner sees multi-season potential in “Lucky Chance.”
MediaHUB from Mullen represented Match.com in development of the brand integration deal with TBS. Carat represented Revlon.