Turner Broadcasting Sales Inc. announced Monday that it has signed three
advertisers -- Heineken U.S.A., Lowe's Home Centers Inc. and Subaru of America
Inc. -- as exclusive sponsors of TBS Superstation's 'Man Made Movies'
franchise.
Their sponsorships are part of multimillion-dollar cross-platform buys that
will also encompass Turner Network Television, CNN/SI, CNNSI.com and Time Inc.'s Sports
Illustrated and Entertainment Weekly.
In addition to Heineken becoming the movie franchise's 'official beer,' the
brewer in May will have its logo placed on the basketball backboard at the
'Heineken Hoops Court' that will be built at the Man Made Movie house in Lake
Allatoona, Ga.
Moreover, Heineken -- which will sponsor a 'Heineken Hoops Star Sweepstakes'
-- will sponsor the CNN/SI Sports Update and the 'Heineken Star of the
Day' on that network's Web site.
Subaru, as the movie franchise's 'official car,' will be incorporated into
eight episodes and receive four on-air 'product highlights.' The automaker will
also back a tie-in sweepstakes later this year that will involve its dealerships
and TBS' Web site.
Lowe's, as the franchise's 'presenting sponsor,' will be mentioned in the
show's opening and incorporated in all of its tune-in and other promotional
spots.
In the retailer's 12 in-show 'product spotlights,' the franchise's host, Chad
Taylor, will plug the benefits of various products. Lowe's will also sponsor the
regularly featured 'shopping list' segment that will appear before each
program.
