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Intel, Turner and Mark Burnett Pact for ‘America’s Greatest Makers’ Project

Intel, Turner and Mark Burnett have set an elaborate partnership to promote Intel’s latest hardware that will culminate next year with the TBS unscripted series “America’s Greatest Makers.”

The goal is to encourage armchair inventors to create “the next big wearable or smart-connected device” using the Intel Curie hardware module. The TBS series will chronicle the competition among the finalists to bring their ideas to fruition. The pact was unveiled Tuesday at the Intel Developer Forum in San Francisco.

Leading up to the series launch, shortform content tied to “America’s Greatest Makers” will be featured broadly across the Turner portfolio, including the linear and digital platforms of TNT, Adult Swim, TruTV, HLN, CNN and Bleacher Report website.

Turner execs touted the scope and breadth of the project. Undoubtedly, Intel is paying premium branded integration rates for the expansive showcase on Turner’s air.

“This first-of-its-kind partnership starts with a compelling content idea, then uses Turner’s capabilities to distribute that storytelling at scale, across all of our premium properties and platforms,” said Dan Riess, exec VP of integrated marketing and branded content for Turner Broadcasting Ad Sales. “As we embark on this new partnership with Intel and Mark Burnett, we have the opportunity to encourage innovative spirit, empower and inspire viewers to share content, reach the right audiences and, in the end, drive business results that matter.”

Intel hopes the “America’s Greatest Makers” initiative will build off of last year’s “Make It Wearable” digital campaign that challenged people to develop new devices. Intel approached Turner with the idea for an elaborate digital and TV program to promote the integrated Intel Curie system, and Turner in turn recruited Burnett. Burnett’s team has been working with Intel and Turner execs for months on the specifics and rollout plan.

“This is much more than just a linear TV series,” Burnett said. “This is the next evolution of storytelling, told simultaneously across many platforms and in many different ways. This is the future.” The TBS series will be produced through Burnett’s United Artists Media Group.

Steve Fund, Intel’s chief marketing officer, cited the “powerful stage” offered by the combo of Turner and Burnett and the potential of what amounts to a nationwide talent search. The winners of the “Make It Wearable” campaign crafted drone camera that can wrap around a person’s wrist and a low-cost prosthetic hand created using a 3D printer.

“The next big technology innovation may be just a concept in someone’s mind or an invention being built in someone’s garage,” said Fund.

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