Jack is back!



Version 6.0 of Fox’s fabulously successful series 24 premiered on Monday, and you can count on uber-sponsor Chrysler Motors to rev its ad engine in any number of ways throughout the season.

From MediaPost:


Bauer Drives Chrysler 200 In Fox’s ’24: Live Another Day’

Chrysler is hitting the deck Friday night, literally. The automaker is to be official sponsor of the sixth season of “24: Live Another Day.” 

The show’s premiere on Friday night is to be held at the Air and Space Museum on the decommissioned Intrepid aircraft carrier in New York, a red-carpet affair, where the the premiere was screened. The show stars Kiefer Sutherland as an agent perennially fighting terrorism. The new episode was shot in London and has Sutherland’s character, Jack Bauer, going mano a mano with another world-class psycho.

Chrysler will do in-show integration; media exclusivity in key episodes; season-long placement of the redesigned 2015 Chrysler 200 and customized digital content and experiences. The automaker is also doing social media activations, co-branded marketing, and co-sponsorship of the event on the Intrepid.


Got that?  In-show integration (product placement on steroids!); media exclusivity in key episodes (wanna see our ad again?); season-long placement of the redesigned 2015 Chrysler 200 (Baby, I can drive my car . . . ) and customized digital content and experiences ((not sure what that means).

But the hardtracking staff knows this: That’s a lotta marketing.

According to Andy Love, head of Chrysler 200 brand marketing, “24: Live Another Day” is the only major TV-property integration for Chrysler 200.

Thank God for that, yeah?


John R. Carroll is media analyst for NPR's Here & Now and senior news analyst for WBUR in Boston. He also writes at Campaign Outsider and It's Good to Live in a Two-Daily Town.
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