AMC is teaming with the A.T. Cross Co. for an integrated marketing partnership involving its drama series “Mad Men.”
“Mad Men,” is AMC’s first original drama series and was created by Matthew Weiner, an Emmy winner for executive producing and writing “The Sopranos.” “Men” is set in New York in 1960 and revolves around the ruthlessly competitive men and women working on Madison Avenue.
The AMC partnership with A.T. Cross includes product integration and co-branded campaigns on-air, online and in more than 200 stores where Cross pens are sold. “This series offers a unique opportunity to showcase iconic brands like Cross in a compelling, entertainment environment,” AMC senior vp marketing Linda Schupack said. “The partnership with Cross provides AMC with the opportunity to build awareness for ‘Mad Men’ throughout their extensive network of stores.”
AMC said that as part of its marketing deal with A.T. Cross, the company’s pens were used on-set and will be placed in episodes throughout the series. AMC also will feature the Cross pen in a customized “Mad Men” vignette and online at amctv.com in a photo gallery section that features art from the show. A poster featuring a character from the series using a Cross pen with the tagline, “Our classic signature pen … A new signature series” will be displayed in more than 200 retail outlets nationwide where Cross pens are sold, AMC said.