Johnson & Johnson has signed its first cross-platform partnership with
Discovery Networks U.S. -- a yearlong deal that starts with Discovery Health
Channel's Birth Day Live event.
The pharmaceutical and personal-care giant's cross-platform buy also includes
schedules on Animal Planet, Discovery Channel, The Learning Channel and The
Science Channel, Discovery Networks president of ad sales Joe Abruzzese
J&J will serve as the presenting sponsor for Birth Day Live,
scheduled to run from 4 p.m. to 2 a.m. 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 healthy births, as well as the growth of
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.
And J&J will contribute to the tune-in promotion for Birth Day
Live via co-branded newspaper ad inserts Sunday, Feb. 9, and in-store
displays for a tie-in sweepstakes. Kmart Corp., Safeway Inc. and Wal-Mart Stores
Inc. will be among those featuring displays with entry forms.
The companies declined to disclose budgets for the cross-media deal.
J&J will also sponsor WE: Women's Entertainment's March promotion tied to
"Me Time Day."
And Alstrup has a multiyear sponsorship and development deal with Turner
Network Television for made-for-cable movies carrying the "Johnson & Johnson
Spotlight Presentation" banner.