TNT said the final episodes of “The Closer” will have Lincoln and Hershey as top-line sponsors as the series, which has transformed TNT, gets ready to wrap Aug.
Lincoln is backing a contest where the winner will attend a red-carpet series finale event in Los Angeles. The event will include experiential marketing initiatives from Lincoln, such as a vehicle on site and logo visibility.
In the second-to-last episode, Lincoln will look to drive viewers on-air to a show-oriented microsite it is sponsoring.
Hershey, which has been affiliated with the show for some time, will plug its Payday and Reese’s brands via product placement in the series and within vignettes during commercial breaks.
Both Lincoln and Hershey will also be visible in tune-in spots.
“The Closer” premiered in 2005 and has served as a pacesetter as far as the potential for original scripted content on cable. Not only has it provided TNT with ratings momentum alone, but it has helped launch other series.
TNT will debut a series spinoff, “Major Crimes,” following the final episode of “The Closer” Aug. 13.