MasterCard, TBS Create Branded Short

NEW YORK MasterCard has created a branded entertainment program with TNT that will be telecast during the 14th annual Screen Actors Guild Awards.

During the live simulcast of the SAG Awards on Sunday, Jan. 27, TNT and TBS will run “The Auction, Presented by MasterCard,” a short film that fuses product integration with drama.

The branded short tells the story of a young woman’s pursuit to find a long-lost family heirloom belonging to her grandfather. She uses her World Elite MasterCard to travel to Paris to retrieve the object for him.

“This year we have the pleasure of featuring an original TNT mini-drama, “The Auction, Presented by MasterCard,” which promises to sustain the dramatic momentum throughout the evening that this awards show delivers every year,” said Linda Yaccarino, evp, Turner Entertainment ad sales and marketing.

TNT and MasterCard will provide co-branded on-air tune-ins in the run up to the awards show for the jointly created program.

Both “The Auction, Presented by MasterCard” and the SAG Awards will be promoted online, at TNT.tv and Priceless.com (a MasterCard-owned site). TNT On Demand will also feature MasterCard commercials to drive viewers to the SAG Awards program.

“As a brand, we’re always looking for unique ways to cut through the clutter of a highly competitive advertising environment and ‘The Auction, Presented by MasterCard’ is one example of how we’re doing just that,” said Michael Lao, vp of media for MasterCard Worldwide. “TNT helped us seamlessly integrate our product into the story line to help demonstrate how affluent consumers enjoy the ease and convenience of booking travel on World Elite.”