Hyundai will air an 11-minute branded content sci-fi film during the ad breaks of TNT’s “Legends” premiere, part of a larger deal that makes the South Korean car manufacturer the new series’ presenting sponsor.
“The Genesis” tells the story of an international arms dealer known as Dante Auerbach, and features the 2015 Hyundai Genesis throughout the storyline.
The 11-minute branded film will also be available across TNT’s platforms, including VOD, social media, and TNTDrama.com.
As part of its deal with TNT, Hyundai will serve as the sponsor of all the digital properties related to “Legends.”
“The Genesis” was produced by New Form, the digital content studio whose partners include Ron Howard and Brian Grazer.
“We’re thrilled to be involved with the beginning of this new franchise with such a talented team both behind and in front of the camera,” said David Matathia, director of marketing communications, Hyundai North America. “At Hyundai, we love going beyond the traditional by engaging with viewers through multiple screens and with unique content designed to enhance the viewer’s experience. Being part of Legends and The Genesis is a great way for us to do that.”
“Legends” premieres on TNT on August 13.
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