BMW will sponsor the second season of AMC's lauded series Mad Men.
As an exclusive premiere sponsor, the car maker will receive exposure in ads throughout the episode, as well as in promotional spots leading up to the summer debut of the series' second season.
Spots will include a custom-branded vignette celebrating the "heritage and history of the BMW brand,” which will run near the car company's commercials; tagged exposure in AMC's on-air tune-in spots, and a presence on the network's Web site.
The company will also sponsor a marathon of Season One's episodes and other Mad Men-related programming in the run-up to the resumption of the series this year.
During the initial run of the series, AMC launched what it calls “MAD-Vertising,” where the cable channel created custom content for series advertisers that aired as part of commercial breaks, such as trivia and facts about the products. It will continue that treatment this season.
The series resumes this summer.
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