Exclusive: USA, Hyundai Gas Up Burn Notice Deal | Adweek
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Exclusive: USA, Hyundai Gas Up Burn Notice Deal

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USA Network has reupped its 360º sponsorship deal with Hyundai, retaining the carmaker as the official automotive backer of Burn Notice.

Per terms of the deal, Hyundai will serve as the exclusive presenting sponsor of the Nov. 11 premiere of Burn Notice season 4.5. As was the case throughout the first half of this season, the Hyundai Genesis Coupe will serve as the vehicle of choice for demolitions expert Fiona (Gabrielle Anwar).

When Fi isn’t cruising around Miami in her Mirabeau blue touring coupe, she and her Hyundai will be featured in a custom on-air vignette and as part of an interactive video execution dubbed Black Ops. Fans who register to play the online game will be entered in a sweepstakes to win a 2011 Genesis.

The on-air vignette expands on USA’s “Character Builder” custom spot series, offering viewers a behind-the-scenes peek at how Burn Notice stunt coordinator Artie Malesci prepares the show’s nail-biting chase scenes. Set to bow during Thursday’s premiere, the clip will underscore the Genesis Coupe’s performance and handling.  

“Hyundai’s partnership with Burn Notice and integration with Black Ops creates numerous opportunities for fans of the show to experience our most dynamic performance car ever,” said Jackie Kim, director of marketing strategy and promotions, Hyundai Motor America, by way of announcing the renewed collaboration.
 
The Nov. 11 installment of Burn Notice is the first of six scheduled for this year. A two-part season finale is set to air Dec. 16.

Burn Notice went on mid-season hiatus in late summer. On August 26, the show delivered 6.29 million viewers, of which 2.78 million were adults 25-54 and 2.7 million were members of the 18-49 demo. Per Nielsen live-plus-seven-day demo data, Burn Notice was cable’s No. 1 scripted series of the summer, drawing just shy of 3 million viewers 18-49.

Anwar’s character originally piloted a Saab 9-3 convertible. Fiona sold the car in the third mid-season finale, freeing USA up to get her into some new wheels.

Hyundai invested $230.8 million in TV time last year, representing 58 percent of an overall measured-media spend of $401.7 million.