Ford Returns as 'White Collar' Sponsor | Adweek Ford Returns as 'White Collar' Sponsor | Adweek

Ford Returns as 'White Collar' Sponsor


USA Network has reupped Ford as the exclusive automobile sponsor of its original drama series White Collar, crafting a multiplatform partnership that includes significant brand integration and a number of customized interactive features.
Beginning Tuesday, August 17, USA’s dedicated White Collar site will host a series of exclusive videos featuring actress Marsha Thomason behind the wheel of a Ford Fusion Hybrid. (Thomason’s role as special agent Diana Barrigan was expanded for season two of White Collar; she is perhaps best known for playing Naomi on ABC’s Lost from 2007-10.)
The online vignettes offer White Collar fans a virtual tour of some of the iconic New York locations that serve as the backdrop of the crime drama. Thomason will motor her way from the FBI’s Park Avenue digs to the wilds of Brooklyn, where she’ll make a pit stop at the Williamsburg Savings Bank Tower in Fort Greene.
“New York is as much of a character in the show as are Neal and Peter and Diana,” said Alexandra Shapiro, USA’s svp, brand marketing and digital. “These guys are filming on-location in the city almost 50 percent of the time and so New York is a constant presence. It lends a certain kind of intrigue to the series, which is what we wanted to draw on in the vignettes.”
Last season, the 2010 Ford Taurus was integrated within the narrative of the series. The car was also featured in an online game, “Chasing the Shadow.”  “We’re excited to be back for another season,” said Ford experiential marketing manager Jeff Eggen. “The Fusion Hybrid is a perfect fit for this ‘behind the scenes’ tour of the city.”  

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