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TNT, 'The Closer' and 'Rizzoli & Isles' window takeovers in Manhattan

by jmaloni
Tue, Jul 5th 2011 02:30 pm
`Rizzoli & Isles` on display. (TNT photo)
"Rizzoli & Isles" on display. (TNT photo)

TNT is pulling out all the stops for innovative, eye-popping window takeovers in Manhattan for cable's top-rated series of all time, "The Closer" and "Rizzoli & Isles," which return for all-new seasons Monday, July 11.

"The Closer" at Dylan's Candy Bar in East Manhattan

"The Closer's" Manhattan store-window will be a riff on lead character Brenda Leigh Johnson's reputation for indulging in sweets. TNT is teaming with Dylan's Candy Bar, the world's largest candy store, to create a three-dimensional window display featuring a police interrogation room and other iconic imagery from the show crafted out of candy. This is Dylan's first-ever promotion with a television series.

The exciting and colorful window display will be featured at the Dylan's Candy Bar at 60th Street and 3rd Avenue in East Manhattan. In addition to the Manhattan promotion, Dylan's Candy Bars stores in Orlando, Fla.; Houston; East Hampton, N.Y.; and Garden City, N.Y. will showcase "The Closer" through branded grab bags, signage, postcards and a looped video of "Brenda's Sweet Confessions."

In addition, Hershey's chocolate is a title sponsor of "The Closer's" seventh-season premiere, and Hershey's products will be integrated into creative executions of the window, as well as some elements of the promotion.

"Rizzoli & Isles" in Chelsea near Madison Square Park

"Rizzoli & Isles," which smashed cable records last summer, will get the full window treatment in Manhattan 's Chelsea neighborhood at 6th Avenue and 21st Street. The innovative and groundbreaking design will actually challenge passersby to test their crime-solving abilities with an interactive crime scene. As consumers walk by the 100-foot display, they will see a three-dimensional crime scene through the windows of the storefront. The detailed build-out features a taped-off crime scene filled with an array of evidence, including open pill bottles, footprints and fingerprints, as well as a sheeted corpse in the center of the scene.

An interactive video wall serves as the investigation headquarters, allowing consumers to dust for fingerprints, survey the scene of the crime, review DNA tests and view an autopsy report. Using state-of-the-art Touch Interactive Technology, pedestrians also learn about the motives and whereabouts of three potential suspects and ultimately solve the crime. Throughout the interactive process, the clues revealed by each forensic test are illuminated inside the crime scene, providing an interactive consumer experience between the actual crime scene and the interactive video wall used to solve the crime.

Once the crime is solved, users are awarded with a photo of themselves with the stars of "Rizzoli & Isles," which is then displayed on the storefront window. From the shop window, consumers then have the ability to share their photos with friends via Facebook. 

Passersby in a rush to get where they going can also participate by scanning a QR code into their smartphone as they walk by the "Rizzoli & Isles" display. They can then solve the crime at their leisure.

TNT's "The Closer," starring Emmy winner Kyra Sedgwick, is slated to kick off its seventh season Monday, July 11, at 9 p.m. (ET/PT). "Rizzoli & Isles," starring Angie Harmon and Sasha Alexander, will launch its second season at 10 p.m. (ET/PT).

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