NBCUniversal is launching an overarching cross-portfolio consumer marketing campaign spanning 14 cable networks and brands to bring awareness and engagement to the media and entertainment company’s TV Everywhere initiative.
From drama and comedy to sports and news, viewers will be reminded how they can ‘Watch TV without the TV’, which the company says is a bold tagline that simultaneously embraces the power and impact of TV, and promotes the ability to watch TV content across multiple platforms: web, mobile and connected devices.
Launching with a dynamic digital campaign, the message expands with TV and outdoor activations to broaden the consumer message. Illustrating the company’s commitment to TV Everywhere, the campaign will have the power and reach of the brands behind the effort with a digital and on-air cross-portfolio promotional activation from December 26, 2014 through January 1, 2015.
“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. “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 favourite shows and exciting new shows across multiple digital platforms right now and on their own time.”
The broad awareness campaign will showcase the entire NBCUniversal 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 iconic show-driven campaign will feature the most popular shows and tent-pole programmes, building consumer awareness for and engagement with NBCUniversal branded digital platforms. The campaign is laser focused on driving web traffic, mobile downloads, video views and increased engagement across NBCUniversal’s brands. The multi-faceted campaign rolls out with a powerful push in digital media – SEM, Social and key rich media units – and will crescendo with TV spots and outdoor activations. As part of the broad marketing activation, NBCUniversal’s brands across the portfolio are rallying around the initiative in social with the #TVwithoutTHETV hashtag. Ultimately, the campaign aims to reach new audiences, paving the way with a strategic rollout of new apps, features and consumer experiences in 2015.
Rather than focus on the traditional TV Everywhere messaging approach of ‘Anywhere, Anytime’, the NBCUniversal campaign creative, created in partnership with TBWA\Chiat\Day NY, engages consumers by first tapping into how they watch TV content, and then bringing that behaviour to life through the content experience. To drive this goal, the campaign segments viewers against a variety of different content viewing behavioural archetypes.
Consumers have access to TV Everywhere content as part of their cable, telco or satellite subscription service. To watch NBCUniversal’s shows whenever and wherever they would like – and across web, app and connected devices – consumers can easily sign in with their user name and password associated with their TV provider account.