MediaPost Publications - TNT Uses Tolls In TV Marketing Ploy - 08/29/2008

TNT is turning to one of the more persuasive promotional techniques to drive tune-in for a new series: a freebie. The network will cover the toll charge for drivers in four metro areas this weekend in support of the premiere of drama "Raising the Bar."

For two-hour periods in the afternoon, drivers in Chicago, Philadelphia, and Atlanta--all top-10 DMAs--and Orlando will be able to go through without having to forage for cash. The promotion runs today in Atlanta and on Monday in the other markets in advance of that night's 10 p.m. Labor Day show debut.

The booths across the toll plazas will be covered in signage. In Atlanta, drivers will sail right through. In the three other markets, they will stop and be handed a card reading, "Your free toll was courtesy of TNT and 'Raising the Bar.' 'Raising the Bar' premieres tonight on TNT."

MediaPost Publications - TNT Uses Tolls In TV Marketing Ploy - 08/29/2008

I can't begin to tell you how many times I personally have been waved off any and all promotional ideas leveraging toll booths. "We can't do it." "The authorities won't let us." "It's too complicated!"

Excuses, excuses, excuses. No more.

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