or


[04/20/07 - 10:24 AM]
Warner BroS. Television Group, the CW and Toyota Launch "Smallville Legends: Justice and Doom," a Marketing Campaign for the Hit Series "Smallville"
The heart of the initiative is a series of custom digital on-air comic book interstitials produced by DC Comics that will air in the form of Content Wraps on The CW during "Smallville."

[via press release from The CW]

WARNER BROS. TELEVISION GROUP, THE CW AND TOYOTA LAUNCH "SMALLVILLE LEGENDS: JUSTICE AND DOOM," A MARKETING CAMPAIGN FOR THE HIT SERIES "SMALLVILLE"

First Integrated, Transmedia Campaign Developed Around Innovative Content Wrap Advertising Format

Elements Include On-Air Content Wraps Produced By DC Comics, Immersive Online Game, Mobile Alerts, Clue Drops, National Sweepstakes and More

Burbank, Calif. and Torrance, Calif. (April 19, 2007) - The Warner Bros. Television Group, The CW Network and Toyota Motor Sales (TMS), U.S.A., Inc. are joining forces on a five-week integrated marketing and promotional campaign in support of the hit series "Smallville" (airing Thursdays at 8:00 p.m. ET/PT on The CW), featuring the Toyota Yaris, it was announced today by Lisa Gregorian, Executive Vice President, Worldwide Marketing, Warner Bros. Television Group; Rick Haskins, Marketing and Brand Strategy, The CW; and Kim McCullough, Corporate Manager Marketing Communications, Toyota.

The extensive "Smallville Legends: Justice and Doom" campaign will commence with the return of original episodes of "Smallville" on April 19 (today) and run through the season finale on May 17. The heart of the initiative is a series of custom digital on-air comic book interstitials produced by DC Comics that will air in the form of Content Wraps on The CW during "Smallville."

Launched with the premiere of The CW in September 2006, content wraps are an innovative new advertising format that brings compelling content into the entire length of the commercial break and takes the place of typical spots. Each content wrap is custom designed to appeal to different demographics of the network's schedule. Every content wrap to date has produced approximately 100% audience retention or better out of the program it was scheduled around. "Smallville Legends: Justice and Doom" marks the first time a fully integrated, transmedia program has been developed around the content wraps.

Each content wrap will drive viewers to an immersive online game at www.cwtv.com/justice (launching at 8 PM ET/5 PM PT today, April 19), which will present players with five challenges related to the last five "Smallville" episodes of the season. Via cutting-edge video techniques, a mysterious figure appears on screen to guide players through the completion of each puzzle. Marketing elements of "Smallville Legends: Justice and Doom" will include a cross-carrier mobile campaign, street-team distribution of game clues in selected cities and a national sweepstakes for a chance to win a 2007 Toyota Yaris.

The campaign will feature the Toyota Yaris subcompact vehicle. The Yaris audience is made up of die-hard pop culture fans and loyal followers of cult shows like "Smallville." The integrated storytelling experience of the content wraps and game will give them more of the exclusive content they crave. It will answer unexplained questions from the entire run of "Smallville," detail the back story behind a major plot line, explain the secret history preceding the formation of Oliver Queen's team, and reveal the perilous mission it has been tasked with. The Yaris has already made many appearances on "Smallville." One of the main characters, Chloe Sullivan, drives a Yaris.

In an extraordinary show of collaboration, the show's producers and writers, the network, DC Comics, Toyota and Toyota's ad agency, Saatchi & Saatchi LA, worked closely together on the creation of the multiplatform campaign. The team created a seamless world between fantasy and reality by cross pollinating elements of the show and the campaign. For instance, a gadget previously seen on the show appears in the real world via the clue drops. In one episode, the content wrap even carries the "Smallville" storyline from commercial break to commercial break.

"We are excited to be partners with Toyota in this multiplatform brand enhancement experience for 'Smallville,'" said Lisa Gregorian. "We are committed to creating unique and compelling experiences for the fans of our shows and our network, The CW."

"Our viewers crave cutting-edge promotions that delve deep into the world of our shows, and this campaign is guaranteed to deliver," said Rick Haskins. "We expect 'Smallville' fans to love the new game, and embrace the entire, comprehensive multi-platform package."

"The independent-spirited Yaris audience loves digging deep into TV shows like 'Smallville,'" said Kim McCullough. "We're inviting them to engage with this interactive storytelling experience in order to reveal new and surprising details of the show's mythology."

With realistic portrayals and award-winning, state-of-the-art special effects, "Smallville" reworks the Superman lore from its roots. The series stars Tom Welling, Kristin Kreuk, Michael Rosenbaum, Erica Durance, Allison Mack with John Glover and Annette O'Toole. "Smallville" was developed for television by Alfred Gough & Miles Millar ("Herbie Fully Loaded," "Shanghai Noon" movies, "Spider-Man 2"), based on DC Comics characters. The executive producers are Gough & Millar, Mike Tollin, Brian Robbins, Joe Davola (all three from "One Tree Hill," "The Bronx Is Burning," "Norbit," "Wild Hogs") and Ken Horton ("The X-Files," "Millennium"). Superman was created by Jerry Siegel and Joe Shuster. The series is from Tollin/Robbins Productions, Millar/Gough Ink and Warner Bros. Television.

About Warner Bros. Television Group:

A division of Warner Bros. Entertainment, the Warner Bros. Television Group (WBTVG) is an industry leader in the production and distribution of television and motion picture content. WBTVG consists of five production divisions (Warner Bros. Television, Warner Horizon Television, Telepictures Productions, Warner Bros. Animation and Studio 2.0), three distribution entities (Warner Bros. Domestic Television Distribution, Warner Bros. Domestic Cable Distribution and Warner Bros. International Television), and The CW Network, the new fifth national broadcast network, co-owned with CBS Corporation.

About The CW:

The CW Network, which is owned jointly by CBS Corp. and Time Warner, Inc., consists of a six-night, 13-hour primetime lineup including Monday through Friday nights from 8:00-10:00 p.m. ET; Sundays from 7:00-10:00 p.m. ET; Sunday from 5:00-7:00 p.m. ET outside of prime time as well as a Monday-Friday afternoon block from 3:00-5:00 p.m. ET and a five-hour Saturday morning animation block. Altogether, the new network programs 30 hours a week over seven days. For more information, visit http://www.cwtv.com/.

About Toyota:

Toyota Motor Sales (TMS), U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion in the United States, marketing products and services through a network of 1,427 Toyota, Lexus and Scion dealers in 49 states. Established in 1957, and currently celebrating its Golden Anniversary in the US, TMS and its subsidiaries also are involved in distribution logistics, motorsports, and research and development.





  [april 2007]  
S
M
T
W
T
F
S


· BRONX IS BURNING, THE (ESPN)
· ONE TREE HILL (CW)
· SMALLVILLE (CW)
· X-FILES, THE (FOX)











[01/26/15 - 05:48 PM]
Nick Jonas Joins the Killer Cast of FOX's Upcoming Comedy-Horror Anthology Series, "Scream Queens"
He'll join the previously cast Jamie Lee Curtis, Emma Roberts, Joe Manganiello, Lea Michele, Abigail Breslin, Keke Palmer and Ariana Grande.

[01/26/15 - 05:13 PM]
Super Bowl Week Gets an Injection of Wit - David Feherty Style - With Back-to-Back Nights of "Feherty Live" Stage Performances from Phoenix
Both shows also will air live on Golf Channel and stream live on the Golf Live Extra app.

[01/26/15 - 12:42 PM]
3.3 Million Total Viewers Sign Up for "Sons of Liberty"
History spins the numbers for Sunday, January 25.

[01/26/15 - 12:35 PM]
"Bring It!" Returns with 1.8 Million Viewers
Lifetime spins the numbers for Friday, January 23.

[01/26/15 - 10:50 AM]
Video: MTV Releases Trailer for Fourth Season of "Catfish: The TV Show"
The series will return on Wednesday, February 25 at 10:00/9:00c.

[01/26/15 - 10:48 AM]
FYI Premieres New Original Series "My City's Just Not That Into Me"
FYI and Curbed.com, published by Vox Media, are partnering for the 10 half-hour episode series, set to premiere on Wednesday, March 4 at 10:00/9:00c.

[01/26/15 - 10:04 AM]
"Chain Reaction" Returns to GSN - 40 New Episodes of the Popular Word Association Game to Launch in 2015
This marks the first new episodes of the series since 2007.

[01/26/15 - 10:02 AM]
Donald Trump to Announce Winner of NBC's "The Celebrity Apprentice" on Live Two-Hour Telecast, Monday, Feb. 16 at 8 P.M.
Plus: look for "The Celebrity Apprentice: Top Feuds, Firings and Fails" on Monday, February 9 at 8:00/7:00c.

[01/26/15 - 10:01 AM]
David Tennant Joins "Marvel's A.K.A. Jessica Jones" for Netflix
He'll play the villainous Kilgrave, an enigmatic figure from Jessica's past, in the project.

[01/26/15 - 09:45 AM]
"The Jinx: The Life and Deaths of Robert Durst," Groundbreaking New Series Unraveling One of the Most Notorious Unsolved Crimes in New York History, Debuts Feb. 8, Exclusively on HBO
Other episodes of "The Jinx" debut subsequent Sundays at the same time through March 15.

[01/26/15 - 09:11 AM]
Nat Geo WILD's Fully Inflated "Fish Bowl II" Set for Super Bowl Sunday
This year Goldie is taking her show on the road, heading to a farm with a clownfish friend to visit some of Dr. Pol's closest animal pals.

[01/26/15 - 09:02 AM]
Carrie Underwood to Perform Special "Waiting All Day for a Super Bowl Fight" Feb. 1 on NBC
"I'm so honored to again be a part of the Super Bowl, this time joining NBC Sports in helping kick everything off! I can't wait to watch the game!" said Underwood.

[01/26/15 - 09:01 AM]
Will Ferrell & Kevin Hart to Appear & Ariana Grande to Perform Live on "The Tonight Show Starring Jimmy Fallon" Feb. 1 Post-Super Bowl Show
Michael Keaton, Gwen Stefani, Ellen DeGeneres, Neil Young, Vin Diesel, Carl Reiner, Will Smith, Rosamund Pike and Jack White are among the scheduled guests to follow that week.

[01/26/15 - 09:01 AM]
The "50th Annual Academy of Country Music Awards" Will Be Extended by a Half-Hour in Celebration of Its Golden Anniversary, Sunday, April 19 on CBS
As previously announced, ACM Award winners Blake Shelton and Luke Bryan will return to co-host this super-sized night of incredible country music performances.

[01/26/15 - 08:48 AM]
"The 63rd Annual Miss Universe Pageant" Earned the Event's Top 18-49 Score Since August 23, 2009 and Was the Most-Watched Since July 23, 2006
NBC spins the numbers for Sunday, January 25.