SBD/Issue 197/Sponsorships, Advertising & Marketing

TNT Lines Up Sponsors For "Wide Open" Coverage Of Coke Zero 400

Turner Sports "has sold out" the ad inventory for TNT’s telecast of the July 4 NASCAR Sprint Cup Series Coke Zero 400, according to Anthony Crupi of MEDIAWEEK. Four new advertisers --The Weinstein Company, Burger King, Pfizer and Goodyear -- will join six returning sponsors for TNT's "Wide Open" coverage of the race. The "Wide Open"" construct "cedes the lower third of the screen to advertisers, allowing TNT to limit the number of ad interruptions during the race." Instead of the "standard spot load," TNT during race coverage "places animated sponsor messages in the lower third, rotating them through the race." Clients also "receive branded content, vignettes which are in many cases developed" by Turner's Creative Services Sports Unit (CSSU). Burger King for the race "purchased lower thirds and a 90-second spot featuring" its mascot and NASCAR driver Tony Stewart. The ad was the product of a collaboration between the CSSU and Burger King agency Crispin Porter + Bogusky. Meanwhile, among the entitlements of Coke Zero's race title sponsorship is a 60-second spot "featuring the soft drink giant's 'brand managers'" (MEDIAWEEK, 6/29 issue).

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