via press release:
Ewings to Take Over Fuel Supply Near You as
Dallas' Most Powerful Family Tackles the Price of Oil
Ewing Energies Has Secret Plan to Launch First-Ever Gas Station
And Slash the Cost of a Fill-up to Celebrate the Season Three Premiere of TNT's Dallas
The Ewings, television's first family of bad, will celebrate the season three premiere of TNT's hit series Dallas the only way they know how: big and bold. The Ewings are set to take over a gas station, slashing prices for one day only. The flagship station – with a location that will be kept secret until Monday, Feb. 24, at 8 a.m. (ET) – will be branded Ewing Energies. Dallas fans will learn about the one-day event through a multi-media campaign. Season three of Dallas will launch Monday, Feb. 24, at 9 p.m. (ET/PT).
The Ewings like to do everything on a Texas-sized scale, so their gas prices will undercut the competition while supplies last. The Dallas gas station takeover campaign will feature a New York Times ad announcing the price cut, radio promotions, billboards, wrapped oil tankers and special video messages by John Ross Ewing (played by Josh Henderson) on Facebook. The Ewings have thought of everyone, too. For those not near the flagship station, TNT will run a sweepstakes via the Dallas Facebook page, where fans have the chance to win a custom Black Gold Card with a $50 balance.
"There's no better way to celebrate the return of Dallas than with a promotion that is Texas-sized and audacious," said Tricia Melton, senior vice president of entertainment marketing and branding for TNT, TBS and Turner Classic Movies (TCM). "We're excited about unveiling the surprise location of Ewing Energies."
"Producing a campaign for TNT that effectively showcases how the world's most powerful fictional family, the Ewings, can blur the lines and wield enough power to change something in the real world is the type of work that Grey lives and breathes for," said Lisa Topol, executive creative director at Grey New York, the agency working with TNT on the activation. "Fans will just have to wait and see how generous the Ewings will be with the final price of gas."