'Payne' rides with Chrysler


TBS said its "House of Payne" sitcom from Tyler Perry is "carpooling" with Chrysler this fall through a multiplatform TBS branded messaging campaign that includes a custom promo spots featuring the 2008 Chrysler Town & Country along with the cast of the show and product integration in two of the show's mobisodes available on TBS WAP (Wireless Application Protocol) at TBS.mobi.

The Chrysler brand will extend the messaging to include "House of Payne" in on-air billboards and tune-ins every Wednesday night, sponsor all "Payne" video at TBS.com and feature creative content during "Payne" episodes on TBS Video on Demand. The co-branded promotions will all highlight the all-new 2008 Chrysler Town & Country.

From Oct. 31-Nov. 21, a custom-produced "Payne" tune-in featuring the cast and Chrysler product messaging will be featured during the show's timeslot. The vignette will run within five commercial breaks each featured night.

The creative content 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.

Two "Payne" mobisodes, which run approximately 1-3 minutes in length, will feature family life among the Paynes while integrating the Town & Country within the storyline, promoting both the visual appeal of the minivan, as well as key features including space to fit an entire family, TBS said. In addition, on TBS.mobi, custom Chrysler pre-roll will run prior to the start of each mobisode.