Looking to drive interest in and awareness of its growing slate of authenticated TV Everywhere products, NBCUniversal has launched a consumer market campaign that spans its stable of 14 cable channels.
The campaign, which carries the “Watch TV without a TV” tagline and will be backed by digital and on-air promos across NBCU’s portfolio, will focus on how consumers can access content across those channels and brands on a variety of connected devices as part of their existing pay-TV subscriptions.
The campaign is set to run from Dec. 26, 2014 through Jan. 1, 2015, and will showcase existing TVE apps from NBCU’s lineup, including E! Now; USA Now; NBC Entertainment; NBC News, Bravo Now; CNBC; Esquire Now; Golf Live Extra; MSNBC; NBC Sports Live Extra; Oxygen Now; Sprout Now; Syfy Now, and Telemundo Now.
Update: NBCU is launching the campaign amid a report by The Wall Street Journal (subscription required) that NBC will launch a live stream of its broadcast network (available to consumers with pay-TV subscriptions) on Tuesday on the Web and on mobile platforms “early next year.”
The new TVE consumer campaign, NBCU said, will be “laser focused on driving web traffic, mobile downloads, video views and increased engagement across NBCUniversal’s brands.”
Developed in partnership TBWA/Chiat/Day NY, the campaign will also feature social networking components, including the the #TVwithoutTHETV Twitter hashtag.
“NBCUniversal has some of the most iconic brands in TV, so it is only natural that as TV viewing evolves into digital platforms, we as a company continue to expand our strategy, creating broader TV Everywhere options for our consumers,” said Alison Moore, GM and EVP, TV Everywhere, NBCUniversal, in a statement. “With the unyielding support of the company’s vast portfolio of brands, this groundbreaking marketing campaign will heighten consumer awareness of the variety of ways viewers can watch both their beloved favorite shows and exciting new shows across multiple digital platforms right now and on their own time.”
NBCU is launching the campaign as the cable industry strives to drive awareness for TVE.
The Cable & Telecommunications Association, for example, has partnered with MSOs and programmers on a TVE campaign of its own aimed at generating awareness and usage marked by the “You Could Be Watching TV” theme. According to CTAM, the campaign has already resulted in higher levels of TVE awareness and usage.
Among individual programmers, Fox Networks recent ran its own TVE promo, the “Stream It and Dream It Sweepstake,” to tout its FOX NOW, FXNOW, Nat Geo TV, BTN2Go, and FOX Sports GO apps.
But not everyone is singing the same TV Everywhere tune. Sling Media, for example, is mocking TVE and some of its current limitations via a consumer campaign aimed at driving sales of its place-shifting Slingbox products. Sling Media is expected to ratchet up that campaign, which uses the “Can’t Watch Anywhere Pain” or C.W.A.P. tagline, in 2015.