​Dallas’ most famous (and infamous) family, the Ewings, are constantly battling over oil. Now, they’re taking their fictional fight to the real world in a one-day promotional campaign creating a real-life Ewing Energies gas station.

On Feb. 24, the same day as the Season 3 launch of “Dallas,” TNT (with the help of Grey NY) will launch a branded Ewing Energies gas station with severe price cuts for customers. The location is secret for now (as is just how much these price cuts will be), but will be announced at 8:00 a.m. that day via TNT, an ad in “The New York Times,” billboards, branded oil tankers and the show’s Facebook page. The promotion will also include, for those fans not in the same area as the pop-up gas station, a sweepstakes on the “Dallas” Facebook page where fans can win a “Black Gold” card with $50.

“There’s no better way to celebrate the return of Dallas than with a promotion that is Texas-sized and audacious,” said Tricia Melton, SVP of entertainment marketing and branding for TNT, TBS and Turner Classic Movies.

The Ewings are back on TV for the third season of “Dallas” on TNT Feb. 24.

Read more at Fast Company.

Brief Take: For a bigger-is-better kind of show like “Dallas,” TNT is making a statement with using the same tactic for its promotions. The remake has been successful for the network so far, but as the show gets older, the cabler needs to make big moves to make sure the series stays in fans’ minds, as well as in the ratings.

[Image courtesy of Fast Company]

Tags:


  Save as PDF