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12/19/2014

NBC Universal Launches TV Everywhere Initiative



NBC Universal is launching a cross-portfolio consumer marketing campaign spanning 14 cable networks and brands to bring awareness and engagement to the company's TV Everywhere initiative. The campaign with the tag line 'Watch TV without the TV' will consist of a digital and on-air cross-portfolio promotional activation from December 26, 2014 through January 1, 2015.

The campaign will utilize the entire NBC Universal portfolio of TV brands and their respective existing apps, 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.

The show-driven campaign will feature the networks most popular programs, building consumer awareness for and engagement with NBC Universal branded digital platforms. The campaign is focused on driving web traffic, mobile downloads, video views and increased engagement across NBC Universal's brands. The multi-faceted campaign rolls out with push in digital media and will continue with TV spots and outdoor activations.

As part of the broad marketing activation, NBC Universal's brands across the portfolio are focusing the initiative in social with the hashtag #TVwithoutTHETV. Ultimately, the campaign aims to reach new audiences, paving the way with a strategic rollout of new apps, features and consumer experiences in 2015.

Creative materials, developed in partnership with TBWA\Chiat\Day NY, engages consumers by tapping into how they watch TV content, and then bringing that behavior to life through the content experience. To drive this goal, the campaign segments viewers against a variety of different content viewing behavioral archetypes. For additional information, contact Cameron Blanchard at cameron.blanchard@nbcuni.com or 212-664-7202.
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