Objectives:

• Capitalize on the popularity of TNT’s original series to drive retail sales of MSO product and help affiliate partners differentiate themselves, at the same time adding value to Best Buy customers’ shopping experience and driving tune-in and series sampling throughout the summer months for TNT.

Tactics:

• TNT partnered with Comcast and Time Warner in nine key markets via one-day, in-store events at Best Buy stores. Branded, in-store collateral and radio partnerships with DJ appearances and on-air mentions were utilized to drive traffic, sales and consumer impressions. MSO partners were on-site to encourage and facilitate sales of featured products and consumers were rewarded with summer and show-themed giveaways such as bottled water, wine charms and key lights.

Results:

• The promotion resulted in significant, unpaid cross channel media for TNT and driving ratings for featured programming. MSO partners saw increased sales of their products and one market generated 60 sales on-site in a single day.

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