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.
FedEx: Sunday Night Football Community Spotlight
NBC Sports joined all-star NFL talent and FedEx to engage and assist communities ahead of Sunday Night Football’s biggest matchups. Viewers saw Raiders Running Back Josh Jacobs pack (and sign!) meals for local students, and Chiefs Guard Laurent Duvernay-Tardif celebrated those making vaccine deployment possible while sharing his own story of opting out this season to help on the front lines. NBC & FedEx showcased how the game of football goes beyond the field as players and fans unite to make a difference.
Deliverables
- 2x :60 second vignettes aired during Football Night in America (:30 seconds from program time, :30 seconds from commercial time)
- 1x organic Tweet of the Laurent Duvernay-Tardif vignette from @SNFonNBC
Xfinity’s Takeover of Exatlon’s Season 5 Premiere
Returning sponsor Xfinity kicked off the new season of Telemundo’s hit athletic competition series, complete with a branded obstacle course and graphic integrations. Aligning with Xfinity’s brand promise, the episode takeover focused on speed, pushing contestants to deliver their best faster than their competitors.
Deliverables
- Episode Takeover, inclusive of Xfinity logo signage throughout the obstacle course, and branded graphics throughout the 2-hour episode
- Two social videos introduce the contestants for the new season
Deck Here.
The Croods: A New Age Money Dome Takeover
Leading up to the film’s release in VOD, The Croods invaded the set of Money Dome. The film and its characters came to life through Croods-themed challenges, on-set decoration and branding, and on-screen animation.
Deliverables
- Episode Takeover, inclusive of thematic intro
- 2x Croods inspired challenges, Branded animated tease, CI (Scripted commercial launch to sneak peek)
- 1x takeover recap social video.
- Instagram Recap Video
Google and The Voice
For the first time ever, Google combined the all-new Nest Audio speaker, Google Assistant, and YouTube Music to deliver a one-of-a-kind partnership with The Voice generating 700+ campaign elements.
Kicking off the season with a co-branded premiere event for press, Google’s Nest Audio gave artists and producers a new way to share music through in-show integrations and custom content designed to look and feel like show content; Google Assistant gave fans a new way to vote using enabled devices; and songs performed by the artists during live shows were available exclusively on YouTube Music.
Beyond promotional support from The Voice channels, Google anchored their additional Q4 brand marketing activations around the program with heavy influencer engagement and social, CRM, and in-product activations.
Deliverables
- 4x pieces of custom content
- 4x in-show integrations
- 10+ passive exposures
- 123 lower thirds for Assistant and YouTube Music
Across digital and social, Google had:
- 4 weeks of limited commercial placements to support the custom content and integrations
- Custom media placements across NBC.com and The Voice Official App
- Inclusion within NBC’s “Vote Tonight” emails
- Over 50 social posts
Google’s 400+ elements cross-promotional campaign included:
- Co-branded blog post announcing the partnership
- 6x custom Instagram Story stickers
- A custom-designed paper-crafted “Voice World” to serve as the creative for Google’s social posts
- 4x co-branded product premiums for influencers
- 8x in-product notifications – and hundreds more
Beach Body and NBC’s New Year’s Eve
Beach Body came to Creative Partnerships in the 11th hour to help promote their initiative to be a “healthier version of you in the new year.” With little lead time we secured programming in NBC’s New Year’s Eve special, executing a non-unit revenue deal using their creative in an ideal environment for the client. With no hard production or talent costs incurred, and without taking any inventory out of sale, this drove an additional $350K in incremental revenue to close out the year.
Deliverables
- 2x :10 bumpers, produced by Beach Body
- 1x :60 spot, produced by Beach Body
- 1x in-show toss to the :60 spot
Global Guidebook
In its sheer magnitude, the NBCUniversal + Sky global offering can be complicated and difficult to grasp both externally and internally. We created a digital guidebook that clearly lays out our value proposition and includes a library of content, information on capabilities and best-in-class case studies to be used as both an internal encyclopedia and a prospective sales tool.
Digital Guidebook Here.
NBCU One Platform (Mid-Tier) Agency Team Announcement
To directly target mid-tier agencies with messaging that we are ONE PLATFORM with one sales team representing the full NBCU portfolio, we created a video interstitial detailing OP’s benefits that drives to a Ceros landing page detailing the new structure as it pertains to the agency and links to the Together site.
Video Interstitial Here.
Salesforce / Olympics
We were tasked with creating a “wow” presentation for an NBC Olympics/NBCU Technology partnership pitch for the Salesforce CMO and Salesforce Leadership team. They asked – we answered.
Deck Here.
YMCA Content Series
NBCU joined forces with the YMCA of Greater New York and former NBA player Jay Williams for a 3-part interview series called What’s Your Y, emphasizing the importance of youth community programs struggling with funding amidst the pandemic. Through interviews with Jay and teenagers in the YMCA’s leadership programs, we hear how the Y helped them discover their passions and opened new doors. The final spot of the series is a conversation between Jay and another former player, Quentin Richardson, discussing the vital importance the YMCA played in their lives growing up. To further promote donations, each video was wrapped in custom YMCA graphics including a QR code routing the viewers to the donation site.
Punky Brewster x Peacock Custom Content
Building on excitement for Punky Brewster’s long-awaited comeback, Creative Partnerships created custom content and Peacock ads for brand partners Breyers, Subaru and Target. Soleil Moon Frye and the cast of Punky Brewster appeared in 20-second spots, Solo ads and Pause ads to highlight each brand and promote Peacock’s upcoming reboot.
Pause Ads Here.
IBM Hybrid Cloud Pitch
For IBM’s new Hybrid Cloud services, we leveraged talent across the portfolio depicting leaders and artists drawing on unique “hybrid” influences to create work at the highest level. This visual metaphor encapsulates Hybrid Cloud’s capabilities in allowing businesses to operate freely across their own environments for faster, better innovation.
Pitch Deck Here.
Confessions from the Home Office
The Office has come home to Peacock, and we came ready for the celebration. We debuted a fully-integrated campaign with Peacock launch partners driving awareness while introducing a better viewing experience for streamers.
The campaign kicked off with Confessions from The Home Office: custom content produced in the familiar docu-comedy style promoting the message that we may miss the office, but we’ll always have The Office. These spots were in partnership with State Farm and Axe (Unilever) and ran across NBCU Symphony inventory.
To deliver a pristine viewing experience for The Office streamers we worked with partners to create custom Pause and Binge ad creative incorporating multiple Easter eggs for superfans to find. The program was an all-around success and helped drive Peacock to new viewership heights.
Deliverables
- 2 :30 Confessions From The Home Office custom spots
- 6 Pause ads
- 7 Binge ads
- 2 Trending ads
- 2 Social posts
- 1 Adweek article
Accenture
Accenture kicked off a year-long global campaign with the first ever synchronized global brand launch across NBCU’s Global One Platform. On October 14th of last year, Accenture’s Brand Anthem spot ran across 12 countries, 15 networks, and 4 digital platforms to maximize reach for each of its target audiences on CNBC, CNBC International, Sky, Peacock, NBC News Digital, and Apple News.
As part of their partnership – and in their efforts to effectively reach innovative business leaders – Accenture has been at forefront of CNBC Evolve virtual events including sponsorships in 1x CNBC Evolve Spotlight event, 1x CNBC Evolve Summit, and 2x CNBC Evolve Livestream events. Additionally, Accenture will have a total of 5x NBC News Visionaries videos sponsored and amplified on Facebook highlighting game-changing thought leaders and innovators.
In Q1 of 2021, Accenture will debut their Branded Content Thought Leadership and Case Studies digital series across CNBC, Sky, and Apple News. This positions them as an innovative, tech-forward business leader using NBCU OnePlatform to publish proprietary thought leadership papers, custom content, and client case studies.
