The two-minute branded content has the story line in which a woman is at a standstill as she searches for a lost item with special meaning for her grandfather. Enter the World Elite MasterCard that allows her to fly to Paris to claim it.
"The Auction" will run on both TNT and TBS, which simulcast the awards--potentially the only ones to take place this year in the face of the ongoing writers' strike. MasterCard has advertised during the Oscars, one of the events that could be scuttled.
Linda Yaccarino, executive vice president, Turner Entertainment ad sales and marketing, said "The Auction" "promises to sustain the dramatic momentum throughout the evening that this awards show delivers every year."
Leading up to the awards show, TNT and MasterCard will try to build anticipation for "The Auction" via on-air promos, a presence on TNT.tv and on TNT's VOD offering.
In 2006, MasterCard and TNT also put together a mini-drama. Michael Lao, vice president of media at MasterCard Worldwide, said "The Auction" allows the company to "seamlessly integrate our product into the story line."
GSD&M's Idea City handles MasterCard's media account and spearheaded the deal.