The Following Takes Place Between Degree Men and the Fox Hit Drama ’24′
Landmark Multi-Tiered Campaign Provides Viewers With an Insider’s Perspective of the Emmy Award-Winning Series
CHICAGO, IL January 15, 2007 — Degree Men has announced an extensive relationship with the FOX’s award winning tv series, 24, that includes television advertising, original online content, as well as deep retail cross-promotions. Throughout the year-long campaign, Degree Men will power exclusive ’24′-themed content that provides viewers with an insider’s perspective of the celebrated show.
This landmark, fully integrated effort will feature:
- National television advertising that mirrors the look and feel of ’24′
- Online short films that follow the adventures of Jason Blaine, a rookie at CTU
- “Day Zero,” a flash-animated series prequel that will delve into never-before-seen events that took place before the series began
- In-store cross promotions with ’24′ DVD releases
- Unique interactive experiences at a new website, the CTU Rookie Site
“We’re confident this program will redefine entertainment partnerships,” said Sam Chadha, marketing director, deodorants, Unilever. “From action-packed television and internet content inspired by the Emmy award-winning series to innovative in-store and Web experiences, the Degree Men integrated activities around this new partnership will deliver arresting, attention-grabbing entertainment.”
In conjunction with the launch of season six of ’24′ on January 14, 2007, America will be introduced to “The Rookie,” a series of short online films that follow the adventures of the newest member of CTU. The rookie is Jason Blaine, a character who will star in two different storylines, “Coffee Run” and “Get This To… ” that will premiere in their entirety exclusively at the CTU Rookie Site. Additionally, each short film will be turned into a series of episodic national television commercials that end with a “24-esque” cliffhanger.
Both long-time and casual fans of the show will recognize that “The Rookie” follows the signature style and high-tension situations of ’24.’ Rodney Charters, ASC, CSC, who has directed past episodes of ’24′ and is the current director of photography, directed the films. Various members of ’24′s’ key production crew and stunt coordination teams also participated in the production of the two films. The short films, along with the series of national commercials, were created and produced by MindShare Entertainment and Science + Fiction.
At the conclusion of season six, Degree Men will present “Day Zero,” an animated prequel to ’24′ that will delve into the events that took place before the series began. “Day Zero” will be produced by Icebox, a digital content studio specializing in animation, and will be available exclusively online beginning in May 2007.
“Just as ’24′ introduced a bold, groundbreaking new format for dramatic storytelling on television, Degree Men is making similar innovations in the advertising world,” said Amy Lorbati, vice president worldwide promotions for 20th Century FOX Licensing & Merchandising. “This campaign features compelling ’24-themed’ content by integrating the distinct look and feel of our award-winning series.”
“Our partnership with the high stakes world of ’24′ is a perfect fit,” added Chadha. “Degree Men gives men confidence by equipping them with more power than they need, for the one day they’ll need it. We’re very excited to present additional exclusive content men want around one of the most critically acclaimed and popular shows on television.”
For more information, visit the CTU Rookie Site. The site provides access to exclusive content, including hi-definition versions of “The Rookie” and other CTU rookie interactive experiences.