NBCUniversal Hatches Peacock Marketing Campaign on Golden Globes Sunday

NBCUniversal’s marketing campaign for the Peacock streaming service took flight Sunday evening. 

The broadcaster waited until a big night of television — featuring both an NFL playoff game and the Golden Globes — to hatch the advertising spots for its forthcoming service. 

The campaign plays heavily into a bird theme in honor of the Peacock name. On Jan. 5 — which also happened to be National Bird Day — the PeacockTV Twitter account launched with the tongue-in-cheek tweet, “Tweeting is for the birds. Literally. Let’s do this Twitter.” 

Tweeting is for the birds. Literally. Let’s do this Twitter.#NationalBirdDay

— Peacock (@peacockTV) January 5, 2020

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Between Jan. 5 and 16, people who tweet the hashtags #PeacockTV, #HatchingSoon or #PeacockEggCam will see an egg emoji that will eventually hatch into a peacock. 

NBC also will leverage its Sunday night broadcast lineup. During the football game, a wildcard matchup between the two teams with bird mascots — the Seattle Seahawks and the Philadelphia Eagles — NBC will run a promo teasing that Peacock is hatching soon. A 15-second spot with a similar theme will air during the E! network’s live Golden Globes red carpet coverage as well as during the Golden Globes broadcast. 

This little guy is gonna be a star. #HatchingSoon #NationalBirdDay pic.twitter.com/y7wXhcsYx6

— Peacock (@peacockTV) January 5, 2020

Peacock is set to launch in April with more than 15,000 hours of programming — from classics like The Office and Parks and Recreation to originals like a Sam Esmail Battlestar Galactica reboot and a comedy from The Good Place creator Mike Schur.

More details about the service are expected to be revealed Jan. 8 when Linda Yaccarino, chairman of advertising and client partnerships at NBCU, presents a keynote at the CES technology convention in Las Vegas and during the company’s Jan. 16 investor day.