[07/21/05 - 12:00 AM]
Nbc, Mazda and Time InC. Publishing to Create All-New Promotional Partnership

[via press release from NBC]



Campaign will blend carmaker's vehicles with network's new fall lineup

BURBANK, Calif. -- July 21, 2005 �- To bring together Mazda's all-new 2006 MAZDA5 multi-activity vehicle and NBC's fall lineup of new and returning programming, the two companies today announced they will partner in a co-branded campaign, brought together by TIME, Inc. publishing. Starting in July, the campaign will use a host of multi-media tactics, including on-air promotion, in-movie-theater advertising, magazines, CD-ROMs and interactive online services to showcase NBC and Mazda products through co-branded multi-media tactics � ultimately giving consumers a joint preview of Mazda's new cars and NBC's new fall season.

The promotion, titled 'NBC First Look, presented by Mazda,' weaves each company's products into one seamless message. Beginning on July 21, the campaign will infuse Mazda branding into a glimpse at new shows, transition into a first look at returning shows and culminate in a sneak-peek of series premieres. In addition, an online sweepstakes will give three lucky consumers the chance to win either a MAZDA5 or an all-new 2006 Mazda MX-5 Miata.

"We are always looking for new ways to market our shows, especially those that reach our audience through a wide range of media," said Barbara Blangiardi, vice president of marketing and special projects for The NBC Agency. "We believe this campaign with Mazda and Time Inc. is not only an innovation in branded entertainment, it helps us 'surround' our target audiences with tactics on-air, in-theater, online, in-magazine and more...while successfully integrating our marketing messages."

"This is a fantastic opportunity for Mazda to integrate its two newest vehicles into the launch campaign of NBC's exciting fall lineup," added Don Romano, vice president, marketing, for Mazda North American Operations. "This alliance makes us a true marketing partner � rather than a traditional sponsor or advertiser � with NBC, and we look forward to future opportunities built from this relationship."


The "on NBC" component of the campaign will organically weave a first look at the new Mazda vehicles directly into the initial glimpse at NBC's new fall programming, resulting in a promotion intended to prompt viewers to watch and interact.


Online at NBC.com, a custom-built "microsite" at www.NBCFIRSTLOOK.COM, will be refreshed as the campaign evolves, motivating new users to check out the exclusive content and registered members to return repeatedly. Visitors will not only get a look inside NBC programming, but can learn about the Mazda product lineup and featured vehicles.

In July, the site will feature previews, behind-the-scenes video from the sets, sweepstakes and the making of the Mazda on-air promotional spots. In August, the site will refresh with previews of the new season, on-set interviews with stars and actor bios and on-set photography.

The final part of the rollout will come in September and October with a special preview of a season-two premiere as well as "Cold Opens" or "First Acts" from the second week of returning shows.


Through The NBC Agency's partnership with Regal CineMedia, the "First Look" campaign will hit the big screen just before the fall series premieres on NBC. With an extended "fall showcase" that will combine original shoot footage with scenes from primetime programs, this portion of the relationship will integrate Mazda vehicles and NBC programs in an overall "storyline."


In September, both People and Entertainment Weekly's annual fall issues will include a CD-ROM featuring both NBC and Mazda content. Mailed exclusively to more than 2-million subscribers, the CD-ROM will offer a special inside look at the NBC Fall Season, the MAZDA5 and other Mazda vehicles. The special preview disk also will include the entire pilot episode of NBC's most highly anticipated comedy "My Name is Earl". The CD-ROM will also directly connect users to the "First Look" microsite for additional content.

  [july 2005]  


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