NBC Universal's Promotional Planning Efforts Pay Off
According to an article in today's Mediaweek, the promotional synergies planned by the NBC Universal Marketing Council have been paying off. The council, which is an internal task force comprised of key marketing executives from NBC and Universal, have been coordinating efforts to maximize promotional opportunities. The article cites three films -- The Bourne Supremacy, Meet the Fockers and Along came Polly -- that the Council focused on where they had attained positive results:
For Bourne, all dayparts on NBC, Bravo, USA and the other company-owned cable units ran promo spots leading up to the premiere, which resulted in a $52 million opening. And for Fockers, the NBC-owned stations held contests in their local markets, where viewers with the last name Focker were invited to a “Focker Family Reunion” at the Universal Orlando theme park. NBCU’s Access Hollywood ran a show on the reunion promo, and, along with the NBC O&Os, premiered the movie’s trailer.
According to Mediaweek, the council devotes between 100-120 gross rating points per week to the current promotional effort.
It would be interesting to see if Time Warner or Fox uses an approach similar to NBCU -- they are decidedly less vocal about it if they do.
NBC Universal's Cross-Promotion Strategy Pays Off
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