Marketing

NBCU's 'Big Event' Game Plan in Play for Super Bowl

Promos, Content Cutting Across Networks, Digital, Social Platforms 1/21/2015 1:00 PM Eastern
TakeAway

Not surprisingly, NBC Sports and NBCUniversal are pushing all of its promotional chips behind NBC's airing of Super Bowl XLIX on Feb. 1

 

With the biggest audience in U.S. TV history the ultimate prize, NBC Sports Group and NBC Universal are using the programming company’s “Big Event strategy” to tout the NFL’s Big Game.

 

From now until Feb. 1, when NBC will televise Super Bowl XLIX from Glendale, Ariz., NBCU’s array of broadcast and cable networks, websites and digital properties, radio and social media platforms will be put in play to drive awareness and viewers toward the title tilt, pitting the defending champion Seattle Seahawks against the New England Patriots.  

 

Last year, Fox’s coverage of Super Bowl XLVIII – Seattle demolished Denver, 43-8 – delivered 111.5 million viewers to become the largest TV audience in U.S. history. The telecast inched by the 111.3 million who saw the New York Giants edge New England in Super Bowl XLVI on NBC.

 

NBC Sports Group’s cross-channel promotional campaign for Super Bowl XLIX will encompass advertising and editorial support on TV, radio, online and on-site, via a roster comprising NBC and Telemundo, NBCSN, CNBC, MSNBC, USA, Golf Channel, Esquire, Oxygen, Syfy, The Weather Channel and NBC Universo (nee mun 2), among other properties.

 

While all NBC Sports NFL programming has featured Super Bowl XLIX artwork, “Home of Super Bowl XLIX” tags and commercials throughout the 2014-15 campaign, the other services are now in the game. The game plan calls for 60-, 30- and 15-second iterations are currently airing and scheduled to run through Feb. 1 on NBC, NBCSN, CNBC, MSNBC, USA, E!, Bravo, Golf Channel, Telemundo, Mun2, Oxygen, The Weather Channel, Esquire, Chiller, SyFy and Universal HD.

 

Check out a 30-second spot here.

 

Locally, Super Bowl XLIX :30s have been created to run on 200 NBC affiliates around the nation.

 

Digitally, Super Bowl XLIX banner ads will run across many of NBCUniveral’s 20+ digital platforms including, NBC.com, NBCSports.com, GolfChannel.com, Rotoworld.com, CNBC.com, MSNBC.com, Eonline.com, BravoTV.com, Oxygen.com, Telemundo.com, Mun2.com, and TV.Esquire.com. Under NBC Sports Digital’s partnership with Yahoo Sports, Super Bowl XLIX banner promos are also appearing on YahooSports.com.

 

From a social perspective, NBC Sports is sending two fans to The Game, via its Super Bowl Fan Challenge. Throughout the NFL regular season, fans visited the NBC Sports Super Bowl Fan Challenge page on NBCSports.com, and completed weekly challenges for a chance to win the grand prize –VIP access and two (2) tickets to Super Bowl XLIX, as well as airfare and hotel accommodations.

 

NBC Sports’ Super Bowl XLIX commercials are running on more than 400 NBC Sports Radio affiliates across the country. In addition, numerous NBC Sports Radio programs will be on-site in Phoenix, as will a host of other programs, including The Dan Patrick Radio Show, which simulcasts on NBCSN and DirecTV’s Audience Network, and will decamp to the western village the nation’s leading DBS provider will set up across from the University of Phoenix, site of the title tilt.

 

Among the other NBCU programming and platforms showcasing Super Bowl content or originating from Phoenix Today Show, with Al Roker and Savannah Guthrie on the scene on Jan. 30 and 31; The Tonight Show Starring Jimmy Fallon, NBC Nightly News, with Brian Williams in the desert on the aforementioned dates; Meet The Press, on Super Bowl morning; Access Hollywood, Morning Joe, NHL Live, Premiere League Live, Pro Football Talk, and NBC Sports Digital.

 

For its part, Golf Channel will join NBC in celebrating Super Bowl XLIX with a week of themed programming and events originating from Phoenix. With the PGA Tour in town, January 29 - February 1, Golf Channel will air 11 live hours of the Waste Management Phoenix Open, aka Greatest Show on Grass, from the Stadium Course at TPC Scottsdale.  The network’s Golf Central news show for the first time ever will originate from the famous par-3, 16th hole – The Coliseum – which is surrounded by upwards of 25,000 rowdy fans throughout the week. 

 

Links laughman David Feherty, host of the critically acclaimed Feherty series on the network, will take his show on the road to Phoenix’s historic Orpheum Theater for two Feherty Live stage performances on Jan. 28, and Jan. 29, at 10 p.m. (ET), and featuring guests from the world of the NFL, golf and entertainment.

 

Sunday Night Football’s bus, which traveled to all 17 host cities during the 2014 season, as well as the Wild Card and Divisional playoff games, is scheduled to roll into Phoenix, wrapped in Super Bowl artwork and carrying a replica of the Vince Lombardi, on Jan. 26.

 

The vehicle will make stops at local events including the NFL Experience, the league’s interactive theme park, before heading to University of Phoenix Stadium on game day. The SNF bus will give fans the opportunity to interact with exclusive activities, memorabilia and an interactive 55-inch touch screen housing social media elements, photos and videos.

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