Discovery, J&J Mark Multimedia 'Birth Day'


Johnson & Johnson has signed its first cross-platform partnership with Discovery Networks U.S., a year-long deal that starts with Discovery Health Channel's Birth Day Live

The pharmaceutical and personal care giant's cross-platform buy also includes schedules on Animal Planet, Discovery Channel, TLC and the Science Channel, said Discovery Networks president of ad sales Joe Abruzzese.

J&J will serve as the presenting sponsor for Discovery Health's Birth Day Live
event, scheduled to run from 4 p.m. to 2 a.m. on Feb. 17. The 10-hour special will follow doctors and patients at three major U.S. hospitals.

Developed in partnership with the March of Dimes, the program will focus attention on issues surrounding a healthy birth, as well as the growth of premature babies.

J&J corporate vice president Andrea Alstrup said her company will use the event to advertise such brands as Johnson's Bedtime Bath, Johnson's Baby Shampoo, Motrin and Children's Tylenol Simply Stuff and Simply Cough. Ads will also air during other Discovery Health programs, including Then Came Baby, Pregnancy For Dummies, Ultimate Guide to Pregnancy
and Amazing Baby Videos.
J&J also gets "a product integration opportunity" during the special, as well as enhanced 10-second branded billboards on Discovery, TLC and Animal Planet, plus spots on TV monitors in Discovery Channel Stores.

Johnson & Johnson also will contribute to the tune-in promotion for Birth Day Live
via co-branded newspaper ad inserts on Sunday, Feb. 9, and in-store displays for a tie-in sweepstakes. Kmart, Safeway and Wal-Mart stores will be among those featuring displays with entry forms.

The companies declined to disclose budgets for the cross-media deal.

J&J also will sponsor WE: Women's Entertainment's March promotion tied to "Me Time Day."

Alstrup also has a multiyear sponsorship and development deal with Turner Network Television for made-for-cable movies carrying the "Johnson & Johnson Spotlight Presentation" banner.