MasterCard to Sponsor ‘Bones’ Mobisodes

Nov 15, 2006  •  Post A Comment

Fox is creating a special series of episodes based on its series “Bones” that will appear on mobile phones and the Internet and that will be sponsored exclusively by MasterCard Worldwide.

The series of 26 mobisodes will launch this week. They will be available first to Sprint TV mobile phone subscribers. Later, they will move to Fox.com for wider distribution. Fox has also agreed to integrate MasterCard products into the mobisode storyline when appropriate.

MasterCard said the deal is part of its strategy to integrate its brand into programs and follow consumers to new media.

“As marketers we must find new ways to cut through the clutter of a highly competitive advertising environment,” said Michael Lao, VP of media for MasterCard. “With new and emerging media playing even more of a role in engaging consumers, we view this space and our opportunity within it as a mechanism to seamlessly integrate our brand into content and demonstrate how consumers can use our products in all kinds of situations.”

Fox has already created sponsored mobisode series based on its shows “Prison Break” and “Vanished.”