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Chrysler Parks ‘Payne’ Pact

Chysler is in the driver’s seat with TBS’s sitcom series, Tyler Perry’s House of Payne

The automaker has steered a multiplatform deal, terms of which were not disclosed, with the ‘very funny’ network surrounding its 2008 Chrysler Town & Country model and the channel’s comedy show.

As part of the play, a custom Chrysler tune-in shot with the show’s cast and the 2008 version of the vehicle will air five times on TBS during the show’s 9-10 p.m. Wednesday window from Oct. 31 through Nov. 21,

The vignette features “Pops” Payne escaping to the driveway to retreat in their Town & Country, when his family ends up following him into the minivan to play games and watch TV. The spot showcases how the Chrysler Town & Country can feel like a family living room-with the comfort to fit the entire family and the functionality to watch House of Payne on TBS.

Product integration will manifest on two of the series’ mobisodes, available at TBS WAP (wireless application protocol0 at TBS.mobi. Running approximately from one to three minutes in length, the mobisodes will showcase family life among the Paynes and the Town & Country integrated within the storyline, promoting both the visual appeal of the minivan, as well as its spacious accommodations. Moreover, custom Chrysler pre-roll will run prior to the start of each mobisode. 

Additionally, the brand’s messaging will also be expressed via on-air billboards and tune-ins every Wednesday night, while Chrysler will sponsor all of the show’s video at TBS and feature content during House of Payne installments on TBS video on demand during the aforementioned promotional window.

“Creating custom messaging for today’s ‘now’ consumer requires us to think strategically about what platforms work best when developing new media and custom promotional opportunities for our marketing partners,” said Joe Hogan, senior vice president, Turner Entertainment Ad Sales & Marketing, in a statement. “By working together with Chrysler to determine their ultimate brand goal and the key product attributes they want to communicate to consumers, we were able to develop a strong promotion on many levels that will resonate with House of Payne viewers.”