NBCU to Light Olympic Marketing Movement with April 18 Roadblock


To mark the 100 days from the start of the London Olympics, NBCUniversal will light the torch on a multiplatform marketing initiative with a roadblock on April 18.
In the 8 p.m. hour (ET/PT) tomorrow, all 20 NBCUniversal channels will participate in a 30-second roadblock that promotes the 100-day countdown to the opening ceremony for the Summer Games. In addition, NBC Sports Group and the networks of NBCUniversal will be participating at the USOC's Team USA takeover of Times Square that same day.
NBCUniversal is making the Games one of its "Symphony" initiatives, which leverage the company's promotional resources to drive awareness to key events. Since the acquisition of NBCUniversal by Comcast in January 2011, NBCUniversal has 40% more capacity to promote the Games, including 20 broadcast/cable channels and more than 65 Websites.
"The 100-day event will begin what is unquestionably our largest Olympic promotion event ever," said John Miller, CMO, NBC Sports Group, in announcing the kickoff of the multiplatform marketing gambit "Thanks to our full-company Symphony efforts and the new promotional power of the larger NBCUniversal with Comcast, we can leverage all of these assets to generate massive awareness and apply it to the Olympics-the biggest event of all- to aggregate the largest possible audience."
NBC Olympics has created a pair of 30-second promos for the April 18 roadblock. The first spot aspires to generate awareness by the capturing the excitement of the Olympic Games and the world coming together in London. The promo features the great moments from Beijing and looks forward to London, inviting viewers to see the world's best.
The second touts the online campaign, the "30 Greatest NBC Olympic Moments" presented by Chevrolet. The campaign features 30 of the greatest moments on NBC, from the 1988 to 2008 Summer Olympic Games. The promo will air on the Olympic networks of NBCUniversal, including NBC and NBC Sports Network, which will air as many as 300 hours of action from London, the most ever for a U.S. cable network.
The following is a scorecard for NBCU's plans to promote the Games:
*The NBC Peacock will add the Olympic rings to its on-screen bug starting on April 18 and continuing up to and through the Games:
* On Spanish-language broadcaster Telemundo, the network's T on-screen bug will also feature the Olympic rings below;
*The news-ticker on NBC Sports Network will add Olympic rings to its logo and feature more Olympic content;
*Online, there will be an increased editorial presence on NBCOlympics.com;
*More than 30 locally driven spots will begin to air on NBC Owned Television Stations and NBC affiliates;
*Comcast and all of NBCU network distribution partners will begin a more active presence in promoting the Olympics; and
*Shoppers, airline travelers and commuters will begin seeing NBC Olympic promotional spots via out-of-home marketing, which will be featured on American Airlines inflight entertainment, New York City taxi cabs, PATH trains and in national retail stores, including Best Buy and the world's largest retailer, Wal-Mart Stores.