NBC, Nissan sign multiplatform 'Heroes' deal
EmptyNBC has done a comprehensive multiplatform marketing deal with Nissan, through its media agency OMD, involving the second season of the network's hit drama Heroes.
The deal encompasses product integration, off-channel platforms, wireless applications, traditional TV commercials and on-air and online sponsorships.
The campaign will begin with the season premiere of Heroes this fall, which will be exclusively sponsored by Nissan. The show will contain a limited number of Nissan commercials. In the season premiere, the Nissan Rogue, the company's new CUV, will be integrated into the episode and will be driven by one of the lead characters in the show.
Nissan will also roadblock the entire premiere episode of Heroes on NBC Rewind for 24 hours after the show airs on the network, the first time an advertiser has executed this type of promotion on NBC Rewind.
In addition to on-air commercials, Nissan will also promote the Rogue in sponsorship of a Heroes music video and the Season One DVD release. The Rogue will also be promoted on NBC's wireless platforms and will sponsor the Heroes 360 WAP sites.