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USA's 'Burn' Nabs GM, Alltel As Sponsors

  • TV Week, Thursday, January 29, 2009 9:45 AM
USA Network has signed up three integrated sponsors for its original series "Burn Notice." The series stars Jeffrey Donovan as a blacklisted spy who struggles to put his life back together while using his skills to help people in need. Alltel Wireless, which previously worked with USA on "Psych" and "Monk," will sponsor "Ultimate Spy," a text-to-win sweepstakes. Over a seven-week story arc, viewers will have a chance to win 40 tech gadgets.

General Motor's Saab 9-3 is being integrated into the show as the car driven by Gabrielle Anwar's character. Saab will also be a sponsor of an online game related to the TV program. Nationwide Insurance is sponsoring a series of co-branded vignettes featuring Donovan coaching fans on how to protect themselves.

"We always look to find contextually relevant ways to integrate our advertisers' messaging into our hit shows," says Chris McCumber, USA's executive vice president for marketing.



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