NBC, Microsoft team to promote fall sked

Digital campaign to include such assets as MSN, Xbox, Bing

NEW YORK -- NBC has teamed with Microsoft Advertising to help promote the network's fall TV schedule.

Ahead of next week's broadcast upfront presentations, the two on Thursday unveiled the digital marketing partnership, which will include such Microsoft assets as MSN, Xbox, Microsoft Mobile and Bing.

It will be one of Microsoft Advertising's largest campaigns ever, utilizing its 19 digital owned-and-operated properties and syndicated partners, which, the tech giant said, deliver a combined reach of nearly 470 million unique users monthly.

Financial terms weren't disclosed.

The campaign will kick off Monday when NBC announces its 2010-11 program schedule and run though the premiere of the fall programs.

The early multiplatform NBC marketing push is designed "to engage TV enthusiasts and influencers so that they can sample, share and discuss the upcoming fall shows," the companies said.

"This strategic teaming with Microsoft Advertising will allow NBC to strengthen its ability to attract new viewers via cutting-edge media opportunities," said Adam Stotsky, president of NBC Entertainment Marketing. "We are always searching for unique methods of informing people about our programs, and we are fortunate that this fall's lineup promises to be one of NBC's best."

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Robin Domeniconi, Microsoft's vp U.S. advertising sales, publishing and marketing, said: "We are able to tailor NBC's content for each property and  screen, from MSN to Xbox to Mobile, and flex our targeting muscle to tell a cohesive story of NBC's brand and fall lineup."

Microsoft will also develop original branded entertainment content for the campaign, "using assets around NBC shows that will be tailored for specific audiences," it said.

NBC will also work with Microsoft experts at MSN TV and MSN Entertainment for a custom-built "Preview to Fall TV" media hub that will go live during upfront week.
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