Across marketing, creative, and production capabilities, Creative Partnerships at NBCU began 2021 by bringing client brand stories to life. Scroll below to learn more about our newest projects.
Subaru Gets Punky
After single mom Punky Brewster expands her family with Izzy, a young girl from the foster system, her kids begin fighting over living arrangements. In a typically Punky effort to put the debate to rest, she decides to move the entire family the car –a Subaru Ascent! The storyline was an act-long integration in the series’ second episode. We will feature a further passive integration in a later episode and co-branded promotional elements allowed us to further integrate Subaru into the world of Punky Brewster.
Takeaways
- Highlighted Peacock’s ability to create deep storyline integrations beyond media to deliver key brand messaging organically. Without distracting from editorial, we made Subaru an integral part of the show while highlighting key features of the Ascent.
- Furthered Subaru messaging as a family brand with vehicles to meet their needs. It put Subaru at the center of a story about love, amplifying the Ascent tagline of “Love is Bigger than Ever.”
- Delivered on the active integration promised to Subaru as a Peacock launch partner.
- We tied together the integration with a custom solo-ad, a custom co-promotional spot, a passive integration, and a sponsored social post.
- Deep collaboration with our studio team allowed us to turn a single integration into an integrated campaign.
Command’s Top Chef
For a third year in a row, NBCU & 3M Command partnered together with fan favorite talent and programming to activate another commercial innovation. This year’s partnership leveraged Bravo’s culinary competition series, Top Chef, enhanced by NBCUniversal’s ShoppableTV and Checkout commerce solutions.
The ‘show within a show’ custom content during episode two featured Top Chef cheftestant and episode co-host/judge, Carrie Baird. Fans saw how she keeps an organized kitchen with the help of Command products. With the scan of the QR code, audiences were driven to 3M Command’s shoppable experience on bravotv.com which included accompanying editorial, a digital hotspot video, product information and checkout. Additional social promotion across Instagram and Facebook drove fans to bravotv.com.
Takeaways
- By leveraging Carrie Baird, there was a seamless transition from show content to the custom content in commercial time.
- Through both the linear and digital activations, we were able to highlight 7 organizing products from Command.
- The “show within a show” format allowed us to setup the dilemma of an unorganized kitchen in the first spot, while the second spot showcased how Command is the answer to your kitchen organization needs.
- By combining both :30 linear spots, we were able to create one :60 digital video and add hotspots to further enhance the user experience.
View the digital article inclusive of a :60 hotspot video & NBCUniversal Checkout HERE.
View the Facebook promoted post HERE.
Golf Channel LIVE at RBC Heritage
As Title Sponsor of the PGA TOUR event, the RBC Heritage, RBC was unable to entertain guests on-site due to travel restrictions. RBC sought ways to provide exclusive VIP experiences to their high-net-worth (HNW) clients virtually while enhancing exposure and profile of the tournament.
GOLF produced a series of custom content pieces featuring players and RBC Ambassadors, hosted by talent and published to a custom-built micro site tailored to RBC’s HNW clientele. GOLF also produced a LIVE fireside chat on the custom micro site, featuring three high-profile players moderated by GOLF talent.
To further build out the experience, GOLF Channel news program Golf Central conducted LIVE hits throughout the week from a branded on-site location at RBC Heritage, including shorter versions of custom content featuring RBC Ambassadors along with complementary branding elements (“scene setters”, bumps, billboards).
Deliverables
- Custom micro site
- 11 Custom Content pieces (VOD)
- 4 Custom Content piece (linear)
- 1 LIVE streamed Fireside Chat
- 10-12 Live Hits from on-site at RBC Heritage, including RBC branding elements
View the custom microsite HERE.
Agency Partnership Ceros Hubs
With the launch of One Platform and the ever-growing need to be lock-step with our agency partners, we created a series of agency ceros portals as a shared information hub. Each site features applicable marketplace updates, partnership quick caps, recap videos from virtual events, and sizzle reels for relevant content for our ‘Big Six’ agencies.
The sites will have rolling updates to ensure that communication and partnership are front-and-center, and that the portals connect clients with our brands, sales team, and overall happenings at NBCU.
View the OMG Hub (Password: omgnbcu) HERE.
Girls5Eva x Peacock
As part of the launch of Tina Fey’s newest show, Girls5Eva, we created and produced two co-promotional spots for L’Oreal and Apartments.com, both featuring Renee Elise Goldsberry as her character, Wickie Roy, a former 90s pop star.
Both spots featured multiple cutdowns and Peacock ad products that tied together in one overarching campaign that launched across Peacock to help promote this brand-new series.
NBCU ONE21 Marketing Recap
With NBCU ONE21, we hosted our first ever global conference intersecting media and technology, redefining what it means to be a developer with us.
Across our NBCU Together communication channels, marketing needed to drive RSVP and sales inquiries, promote event viewership and engage partners on how to “plug in” to our One Platform offering.
The result was a multi-channel campaign that drove 2-3x higher engagement across our largest social plan to date. We captured over 6,000 registrations while enhancing week-to-week RSVP alerts, and established familiarity with a new data-integrated system from Pardot to more accurately track sales inquiries from our client base.
Download our NBCU ONE21 Marketing Recap HERE to view our strategy, analysis, and key takeaways to apply for events to come.
2021-22 Content Preview
To bridge the gap of content development information between ONE21 and the Upfront, we created a ‘first look’ deck for sales to share with their clients. The deck includes an extensive overview of all the content across One Platform and the strategy behind how we create and distribute that content.
View the Deck HERE.