via press release:
TNT FIRING ON ALL CYLINDERS WITH MARKETING CAMPAIGN TO IGNITE THE SENSES
TNT is firing on all cylinders with a multiplatform marketing initiative that will ignite the senses in Charlotte.
TNT’s brand activation will create awareness within the Charlotte EpiCentre and add to Turner Sports’ already growing resume of creative and original marketing campaigns. TNT will be the first to market with a sound-activated initiative that helps demonstrate the depth of TNT’s overall assets.
“This fully integrated campaign allows us to reach NASCAR fans on all touch points through unique, eye-catching, high-impact marketing,” said Christina Miller, senior vice president, Turner Sports Strategy/Marketing/Programming. “This is the first time NASCAR has ever done something like this with its partners and we are excited to be able to lead the way with our brand activation.”
The campaign involves branding elements, including the full takeover of a four-story elevator shaft in the main courtyard, staircases, and a 26-foot TNT logo on the ground at the base of the elevator shaft. Enhanced audio technology called “directional audio” will complement the EpiCentre campaign with a concentrated beam of audio (imagine a flashlight, but with audio instead of light) directed to a specific location. When an individual walks through the audio beam, they will hear custom tune-in audio messaging – AC/DC’s “T.N.T.”, engines revving, cars speeding around the racetrack – only heard within the beam. When individuals exit the beam, they won’t hear it anymore.
Working with Valvoline, NASCAR on TNT also will equip several service stations in Charlotte with Summer Series signage, banners, as well as outfit each service tech in “NASCAR on TNT” crew shirts. The centerpiece is an event on May 27th featuring Greg Biffle and a live radio remote by Charlotte’s #1 country music station – WSOC – to generate additional awareness and exposure for the Summer Series.
Turner’s digital out of home advertising portfolio also includes previous initiatives during the following:
Major League Baseball postseason in which the Times Square Shuttle was wrapped in promotional advertising made to look like a stadium with video screens running video updates of the 2010 League Championship Series and American League Championships Series.
During the 2011 NCAA Division I Men’s Basketball Tournament, Turner used digital boards to provide real-time updates and scores, match-ups and tune-in, as well as current coverage of the NBA Playoffs and Eastern Conference Finals.
The TNT NASCAR Summer Series kicks off on June 12 – as part of its six consecutive races of exclusive NASCAR Sprint Cup Series – at the Pocono Raceway for the Pocono 500. Following Pocono, the Series will go to Michigan and the Helluva Good: Sour Cream Dips 400 (June 19), Toyota/Save Mart 350 in Sonoma, Calif. (June 26), Coke Zero 400 from Daytona International Speedway (July 2), Quaker State 400 at Kentucky Speedway (July 9), and end in Loudon, N.H. at the New Hampshire Motor Speedway for the Lenox Industrial Tools 301 (July 17).
Turner Sports, a division of Turner Broadcasting System, Inc., is an industry leader in televised and online sports programming, airing championship level sporting events on TBS, TNT and truTV, and managing some of the most popular sports sites on the Internet. Turner Sports’ television line-up includes the NBA, Major League Baseball, the NCAA Division I Men’s Basketball Championship, NASCAR and professional golf. The company’s digital portfolio includes SI.com, NASCAR.COM, NCAA.com, PGATOUR.COM, GOLF.com and PGA.com, as well as an accompanying collection of mobile websites and connected device apps. Turner Sports and the NBA also jointly manage NBA Digital, which includes NBA TV, NBA.com, NBA LEAGUE PASS, NBA Mobile, the NBA Game Time App, NBADLEAGUE.com and WNBA.com.
TNT, one of cable’s top-rated networks, is television’s destination for drama. Seen in 100.5 million households, the network is home to such original series as The Closer, starring Emmy® winner Kyra Sedgwick; Rizzoli & Isles, starring Angie Harmon and Sasha Alexander; Leverage, starring Timothy Hutton; Hawthorne, with Jada Pinkett Smith; Memphis Beat, with Jason Lee; Men of a Certain Age, with Ray Romano, Andre Braugher and Scott Bakula; and Southland, from Emmy®-winning producer John Wells (ER); as well as the upcoming Falling Skies, starring Noah Wyle, and Franklin & Bash, with Mark-Paul Gosselaar and Breckin Meyer. TNT also presents such powerful dramas as Bones, Supernatural, Las Vegas, Law & Order, CSI: NY, Cold Case and Numb3rs; broadcast premiere movies; compelling primetime specials, such as the Screen Actors Guild Awards®; and championship sports coverage, including NASCAR, the NBA and the NCAA men’s basketball tournament. TNT is available in high-definition.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.
Visit Turner Sports online pressroom at http://news.turner.com. Follow Turner Sports on Twitter @TurnerSportsPR