or


[01/22/09 - 01:07 PM]
TNT and Dove Hair Care Unveil Creative Promotion Around Trust Me
TNT will later introduce Rolling Rock within key storylines for the series and integrate the brand through a separate marketing sponsorship.

[via press release from TNT]

TNT and Dove Hair Care Unveil Creative Promotion Around TRUST ME

TNT Announces a Breakthrough Co-Marketing Initiative with Unilever's Dove Hair Care� Brand around the New Series TRUST ME

Rolling Rock to Also Later Join the Series as Part of Large Scale Co-Branded Sponsorship

Series Set in a Top-Ranked Ad Agency Starring Eric McCormack and Tom Cavanagh Set to Premiere Monday, Jan. 26, 2009, at 10 p.m. (ET/PT)

TNT and Dove Hair Care� are unveiling a creative and interactive consumer promotion around TNT's newest original series, TRUST ME, a sharp, witty drama from Warner Horizon Television that centers on two best friends working as creative partners at a top-ranked Chicago ad agency. Significant consumer marketing support will enhance the Dove Hair storyline which focuses on providing real women solutions to hair damage, featured within the story arc of the season, and create extensive opportunities for viewers to interact with the Dove Hair brand through custom online marketing tools and a consumer sweepstakes. TNT will later introduce Rolling Rock within key storylines for the series and integrate the brand through a separate marketing sponsorship. Details on this and additional sponsorship deals will be announced later in the season.

"We are marketers just like our advertising partners and understand the absolute necessity to have meaningful platforms to communicate to consumers effectively," said Linda Yaccarino, executive vice president and chief operating officer of Turner Entertainment Ad Sales/ Marketing and Acquisitions. "Both powerful brands, Rolling Rock and Dove Hair Care, will have the opportunity not only to communicate their message through custom TNT marketing and promotions driving awareness for the series, but also to give viewers a glimpse into their branded objectives through compelling storyline development. It's a unique way for viewers to emotionally connect with each brand on an entirely new level."

"Partnering with TNT on this integration has provided Unilever with an opportunity to continue promoting our world-class innovations with marketing initiatives that are meaningful to our target customers," said David Rubin, marketing director for Dove Hair Care. "The multimedia components we have developed together allow viewers to interact with our brand on a personal level and communicate that Dove is the solution for repairing damaged hair."

"TNT's TRUST ME provided the perfect platform in which to seamlessly integrate the Dove Hair message of protection and repair," said Melissa Shapiro, Managing Director, The Exchange, Mindshare. "Turner was an ideal partner when it came to collaborating on unique ways to deliver brand attributes without detracting from the show."

Set against the backdrop of the high-pressure world of advertising, TRUST ME focuses on Mason (McCormack) and Conner (Cavanagh), a pair of ad men whose strong creative partnership has served the firm of Rothman Greene & Mohr extremely well over the years. Mason, an art director, is a responsible, workaholic family man with a beautiful wife, two children and an undying loyalty to the brands he helps sell. By contrast, his creative writing partner, Conner (Cavanagh), is a single, impulsive copywriter with the attention span of a teenager. Their yin-yang relationship is put to the test when Mason is named a creative director of the agency, making him Conner's boss.

TNT worked with Mindshare, Unilever's media agency, to build in unique Dove Hair Care branded promotional elements throughout the entire series. TRUST ME will highlight Dove Hair Care in the "Damage Control" episode airing Monday, March 9, through storyline integrations. In this episode, the Rothman Greene & Mohr agency � still smarting from the loss of a major account � steps up its efforts to keep current client Dove happy and satisfied. When the Dove brand asks for a new campaign for its line of conditioners, Mason creates conflict within the agency by challenging the other members of his team to come up with creative ideas in competition with award-winning copywriter Sarah Krajicek-Hunter (Monica Potter), the writer assigned to the Dove account. Dove will also be featured in the first two episodes of the season through passive integrations, introducing the storyline that will be resolved later in the season.

TNT's Website, tnt.tv will feature extensive branded promotions for Dove Hair Care around the series TRUST ME. In conjunction with the start of the active integrations within the show's storyline, tnt.tv will host Dove Hair Care and TNT's "Be the Creative Director" promotion, in which viewers can "join" Rothman Greene & Mohr and help to produce a new Dove ad, and also have the opportunity to enter a consumer sweepstakes. Visitors to www.bethecreativedirector.com will have the opportunity to watch a brand brief presented by a Dove brand marketer, highlighting the objectives of the Dove brand for a new campaign. Users can then utilize that information and play the role of creative director building off of the storyline featured within the series, participating in weekly assignments to produce the next Dove spot. Each week, users will choose from advertising components including voiceovers, music, graphics and hair care models. A combination of these elements will also be featured within the show's storyline as RGM also puts together the components to their Dove ad campaign. Participants return the following week online to see which selection received the most online votes and to check on their next assignment. At the conclusion of the season, participants will be able to compare the consumer choice ad featured online to the Dove ad developed within the series TRUST ME.

Online visitors checking out the assignments will also have the opportunity to enter the "Be the Creative Director Sweepstakes," providing one grand prize winner with a creative director's prize package, including a creative director's bonus check, a trip for two to New York, a consultation with a celebrity hair stylist and a computer and software package. Dove products will also be provided to second and third-tier winners. TNT will drive viewers online to participate through co-branded Dove on-air spots running within TRUST ME episodes, as well as across TNT, TBS and truTV programming. People magazine will include a sweepstakes ad in their March 9 issue, further enhancing the marketing messaging surrounding the series. TNT will extend that reach with a digital campaign across top online destinations and entertainment-targeted Websites.

In addition, tnt.tv will also feature a click through link to Dove.com where visitors to the site may register to receive free Dove product samples, while co-branded Dove billboards, in-show graphics and tune-in support will also be featured on TNT.

Joining McCormack and Cavanagh inTRUST ME are Monica Potter (Boston Legal), Griffin Dunne (Law & Order: Criminal Intent), Sarah Clarke (24), Mike Damus (Lost in Yonkers) and Geoffrey Arend (Garden State). Produced by The Shephard/Robin Company in association with Warner Horizon Television, TRUST ME is executive-produced by THE CLOSER's Greer Shephard, Michael M. Robin, Hunt Baldwin and John Coveny. Baldwin and Coveny, who created the show, also serve as writers. They have a combined total of over 20 years of experience in the advertising world, having worked for J. Walter Thompson and Leo Burnett Advertising in Chicago.

Unilever launched Dove Hair Care in 2003 and continues to innovate with products that help give women the confidence they have healthy and beautiful hair. The Dove Hair Care portfolio includes a full line of shampoos, conditioners, treatments, and styling products created with unique serums to repair, protect and moisturize hair based on women's own hair needs. The collection of products is designed to care for all levels of damage, delivering soft, smooth, beautiful hair. Learn more about Dove Hair Care at dovehair.com.

Turner Network Television (TNT), television's destination for drama and one of cable's top-rated networks, offers original series, including the acclaimed and highly popular detective drama The Closer, starring Kyra Sedgwick; Saving Grace, starring Holly Hunter; Raising the Bar, with Mark-Paul Gosselaar, Gloria Reuben and Jane Kaczmarek; Leverage, starring Timothy Hutton; and Trust Me, with Eric McCormack and Tom Cavanagh. TNT is also home to powerful one-hour dramas, such as Bones, Cold Case, Law & Order, Without a Trace, ER and Charmed; broadcast premiere movies; compelling prime-time specials, such as the Screen Actors Guild Awards�; and championship sports coverage, including NASCAR and the NBA. 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.





  [january 2009]  
S
M
T
W
T
F
S
    


· 24 (FOX)
· BOSTON LEGAL (ABC)
· LAW & ORDER: CRIMINAL INTENT (USA)
· TRUST ME (TNT)









[07/04/15 - 08:45 AM]
"Dateline NBC" Is the #1 Big 4 Telecast of the Night in Adults 18-49 and 25-54
NBC spins the numbers for Friday, July 3.

[07/04/15 - 08:37 AM]
Friday's Broadcast Ratings: ABC, NBC Share Demo Crown in Repeat Battle
CBS then is the most-watched network last night.

[07/03/15 - 08:54 AM]
Thursday's Broadcast Ratings: CBS Tops Original Showdown with "Big Brother"
The Eye leads the night in both total viewers and adults 18-49.

[07/03/15 - 08:39 AM]
ABC's "Astronaut Wives Club" Improves Its Hour - "Rookie Blue" Holds 100% of Its Premiere
ABC spins the numbers for Thursday, July 2.

[07/03/15 - 08:30 AM]
"Food Fighters" Ties for #2 in Its Time Period Among the Big 4 Networks in Adults 18-49
NBC spins the numbers for Thursday, July 2.

[07/02/15 - 03:51 PM]
FOX Bursts Into San Diego Comic-Con with World Premiere Screenings and Panel Debuts of "Scream Queens," "Minority Report" and "Lucifer"
Panels for "Lucifer," "Minority Report" and "Bob's Burgers" will kick things off on Friday, July 10.

[07/02/15 - 01:59 PM]
Discovery Channel Delivers All New Digital Content and Social Media Action During "Shark Week 2015"
Sharkopedia - Discovery's ultimate digital guide to all things shark - makes its online debut this year.

[07/02/15 - 11:49 AM]
FOX Sports Expands FIFA Women's World Cup 2015 Coverage with 30 Hours of Added Programming
Said additions include expanded pre- and post-game coverage of the championship match, a pair of marathons showcasing the U.S. Women's National Team's dramatic run to the final and more.

[07/02/15 - 11:06 AM]
The Biting Snark Continues on WE tv - Network's Second Annual "Snark Week" Featuring the Snarkiest Personalities and Shows Returns July 6-10
This year's on-air celebration includes biting one-liners from new episodes of WE tv's original series "Braxton Family Values," "Cutting It: In the ATL" and "Marriage Boot Camp Reality Stars."

[07/02/15 - 10:33 AM]
ABC's "The Chew" to Broadcast from the 20th Annual Epcot International Food & Wine Festival
The Emmy-winning lifestyle series will tape five shows on October 7-9 to air during the week of October 12-16.

[07/02/15 - 10:18 AM]
Jimmy Fallon and Seth Meyers Rank #1 for the Late-Night Second Quarter vs. Their ABC-CBS Competition in All Key Measures
NBC spins the late-night numbers for the second quarter of 2015.

[07/02/15 - 10:00 AM]
Donald Glover Pilot "Atlanta" Casts Its Leads as Production Gets Underway
Brian Tyree Henry, Lakeith Lee Stanfield and Zazie Beetz will co-star while Hiro Murai is set to direct.

[07/02/15 - 09:46 AM]
Season Three Premieres of the Hit Dramas "Ray Donovan" and "Masters of Sex" Are Available for Early Sampling
Viewers can sample the TV-14 rated premieres of both episodes for free now on YouTube and SHO.com.

[07/02/15 - 09:12 AM]
"Nightline" Wins 2Q15 in Total Viewers For Second Year in a Row, Leading in Four of the Last Five Quarters
ABC spins the late-night numbers for the second quarter of 2015.

[07/02/15 - 08:52 AM]
A+E Networks(R) Launches Lifetime(R) Movie Club(TM)
The subscription video service comes in time for the 25-year anniversary of Lifetime Movies and is available exclusively on iPhone, iPad and iPod Touch at launch.