NBCU Proffers Multifaceted Affiliate Campaign Behind Winter Olympics11/05/2009 4:52 PM Eastern
NBC Universal is going all in on a multiplatform affiliate marketing campaign in support of the Vancouver Olympics.
The programmer is offering distributors the opportunity to deliver customizable campaign packages across myriad platforms to their subscriber bases. The comprehensive initiative extends to local ad sales, awareness, retention/acquisition, high-definition, free-on-demand, broadband and ITV, according to Brian Hunt, senior vice president, marketing and sales strategy, TV Networks Distribution, NBCU.
Yesterday, NBCU initiated its 100 days "Countdown to Vancouver" for the 2010 Winter Olympics, scheduled from Feb. 12-28.
"As the Vancouver Winter Olympic Games approach, NBC Universal is committed to delivering an effective multiplatform strategy to drive awareness and engage viewers on a local and national level," said Hunt. "The Olympics bring the opportunity for viewers to experience all of the adrenaline and excitement of the largest winter sports competition, with access in their homes or on the go."
For example, relative to the LAS effort, Hunt said NBCU has created banners and taggable spots that affiliates can use to drive sales. Indeed, creative involves 20 Olympic athletes with ties to top markets. To that end, alpine skiier Lindsey Vonn grew up in Minnesota, while speedskater Apolo Anton Ohno is linked to Washington state.
Moreover, NBCU has fashioned power-point presentations pitching the value of Olympic schedules, which account executives can bring directly to clients after adding their own Games pricing information.
Hunt said on the cable ad sales level there are no category exclusivities to worry about, as account executive don't have to steer clear of ambushing Olympic sponsors. Participating marketers can preface their allegiance to the Games with the words "proud local advertiser" of NBCU's Olympics coverage.
Elsewhere, NBCU is proffering materials/messaging behind an awareness campaign for the Olympic programming and sports its various networks will deliver; that it will cover every sport from every venue in the high-definition format for the first time; and that ITV subscribers can access features, including medal counts, athlete bios and USA team reports.
As for on demand content, NBC Universal, beginning in December, will give viewers access to more than 20 clips, five- to seven-minutes in length available in HD. During the Games, there will be more than 100 highlight clips, plus five daily full-length event replays.
Although he wouldn't specify the distributors, Hunt said that following conversations with affiliates, the expectation is that a number will make the Olympics significant components of their first-quarter marketing plans, both at the local and corporate levels.
Hunt anticipates that AT&T, an Olympics sponsor, will be quite active with the Games in support of its U-verse service.