• Mediaweek, Wednesday, February 18, 2009 9:45 AM

When Jack Bauer saves the world for the seventh time, he'll do it from behind the wheel of a Hyundai. The Korean automaker has committed to a season-long integration in Fox's "24," taking up some of the slack from Ford.

The Hyundai Genesis sedan will play a pivotal role throughout the season's 26-episode arc, serving as the primary vehicle for rogue spy Bauer, per terms of the deal.

In addition to the product placement, the Genesis brand is featured on News Corp.'s MySpace and on Hulu.com, a joint venture with NBC Universal. "Our partnership with "24" provides a tremendous 360-degree platform. The unique in-show integration ensures exposure when the audience is most involved with the TV series...but the extensions allow us to build a relationship with consumers in the real world," says Chris Perry, executive at Hyundai.

Read the whole story at Mediaweek »