14 DAY TRIAL // NBC has tapped Microsoft’s advertising division in a move designed to promote its “More Colorful” fall 2010 program lineup to market segments using various examples of the Redmond company’s technologies. The marketing campaign that Microsoft Advertising has lined up for NBC will have the potential to reach no less than 470 million users per month, and is scheduled to kick-start on May 17th. Just the day before, on May 16th, NBC will reveal its program schedule for 2010–2011, while also premiering the fall schedule.
“This strategic teaming with Microsoft Advertising will allow NBC to strengthen its ability to attract new viewers via cutting-edge media opportunities,” Adam Stotsky, president of entertainment marketing at NBC, said. “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.”
According to the software giant, the advertising campaign will stretch across a variety of screens, and will be available to users of MSN, Xbox, Windows Mobile and Bing. In total, the new NBC ads will be served through 19 digital owned-and-operated properties, but also via Microsoft’s syndicated partners.
“This collaboration is exciting on many different levels since we are able to offer NBC such a wide variety of audience segments, across a broad spectrum of potential viewers, while getting creative with the content that is right for each property,” Robin Domeniconi, vice president, U.S. Advertising Sales, Publishing and Marketing at Microsoft, stated. “We are able to tailor NBC’s content for each property and screen, from MSN to Xbox and Windows Mobile, and flex our targeting muscles to tell a cohesive story of NBC’s brand and fall lineup.”
The promise from Microsoft is that users will also be able to access a custom-built “Preview to Fall TV” media hub that is planned for release on May 6th. For the preview, Microsoft’s MSN TV and MSN Entertainment had worked extensively with NBC, the Redmond company noted.
“Working with NBC to get behind-the-scenes access to their fall shows will allow MSN to create custom content that can live in contextually relevant areas that take advantage of Microsoft’s multi-screen advertising platforms,” Scott Moore, regional partner executive producer, MSN, added. “This is a novel way for NBC to promote its new shows, and will help build loyalty with existing fans and capture the attention of new audiences as the fall premiere season draws near.”