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July 08, 2010

TNT's 'The Closer' bags Zappos for season premiere promo

By T.L. Stanley on Thu Jul 8 2010

ABagLikeBrendaSweepstakes_650x250_0 Deputy Police Chief Brenda Leigh Johnson of TNT's The Closer totes a bunch of stuff around in her giant black purse—badge, gun, handcuffs, rap sheets, snack cakes, sometimes a pet cat. If you had a bag that big, you might toss in the kitchen sink, too. That idiosyncratic detail is anchoring a promotion between the cop show and Zappos will give fans the chance to win "A Bag Like Brenda's" and play an online game, "What's in Brenda's Bag?" to hype the new season of the cable drama, launching Monday. In addition to the purse, someone will win a trip to Los Angeles, a Warner Bros. tour, Southern comfort food dinners and other VIP perks. The promo will get exposure via e-newsletters, banners, social media, package inserts and e-mail blasts. A second advertiser-supported promo, with American Greetings, has created Closer-themed e-cards, notably a free one that features Johnson (played by Kyra Sedgwick) spouting her down-home trademark phrase, "Thank Yew." Other characters and quote-worthy phrases will be included in the e-card line. The marketer will tout the partnership in its digital communications and across its family of sites like Bluemountain.com and Egreetings.com.

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