Chrysler Brand to be King of ‘Payne’ in November

A new branded content campaign from Chrysler will link the automaker to the TBS cable comedy “Tyler Perry’s House of Payne” on the air, on the Web and over the mobile phone during the month of November.

The campaign will include product integration into a custom-produced “House of Payne” TV spot that depicts family patriarch Pops Payne retreating to the sanctuary of his Chrysler Town & Country minivan to escape his family—only to have them join him one by one, to play games and watch TV in comfort. The vignette will run within five commercial breaks during the show’s hour-long Wednesday night time slot from now until November 21.

The Town & Country will also be featured on two “mobisodes” (mobile video episodes), featuring one- to three-minute vignettes of Payne family life and available at both the TBS WAP site and at TBS.mobi, the Web site optimized for wireless handsets. The story lines will stress the driveway appeal and roominess of the Chrysler minivan. Custom Chrysler pre-roll will also run before the “Payne” clips on TBS.mobi.

Chrysler will also sponsor all “House of Payne” video clips on TBS.com during the campaign.

“Creating custom messaging…. requires us to think strategically about what platforms work best when developing new media and custom promotional opportunities for our marketing partners,” said Joe Hogan, Turner Entertainment senior vice president of ad sales and marketing, in a statement.