USA Network Unveils the Power of Brandwidth
USA Announces Multi-Platform Brand Campaigns
NEW YORK, March 26 -- USA Network unveils its adoption of
"brandwidth," a term that defines the breadth, depth and creative potential
of the 'Characters Welcome' brand and its vast media reach. The
announcement was made today by Chris McCumber, executive vice president,
marketing, digital and brand strategy for USA. Since its inception
'Characters Welcome' has been an equal celebration of both USA's original
characters and those at home interacting with its content. By putting its
audience at the heart of the brand, USA established early an emotional
connection with its audience that transcends any one show, genre or media
"USA's brandwidth is about the power of our character-centric brand
positioning and what it can do to build our partner's brands and businesses
in a meaningful way. Our brand, content and platforms are an open
invitation for our clients to entertain, engage and dialogue with our
audience -- our clients' consumers," said McCumber.
USA is encouraging advertisers to leverage its "brandwidth" by
partnering on innovative and customized character-focused opportunities.
Past examples of recent successful brand partnerships include the network's
pairing of its obsessive-compulsive titular character MONK with Windex in
its dreamscape spots, as well as Pond's and THE STARTER WIFE, GM and Direct
TV with BURN NOTICE, and Kleenex and MONK. Most recently, Alltel sponsored
a series of animated vignettes for PSYCH, which helped boost the show to
its highest C3 ratings ever, and according to IAG, significantly boosted
Alltel's brand image.
Additionally, USA plans to grow its 'Characters Welcome' brand in
2008-09 by investing in a series of pure play multi-platform brand
initiatives. The 'Character Project' and 'Character Approved' will be the
first in a series of brand campaigns crafted to grow the character brand
beyond its core fan base and the television landscape. According to
McCumber, "'Characters Welcome' is already the most recognizable, relatable
and welcoming brand in television, but we are setting our sights on
The first two brand campaigns announced today include:
USA Network will team up with a well-known photographer and several
up-and-coming photographers to capture the "character" of America today.
USA will embark on a cross-country, 50-state quest in search of subjects as
varied as the country, and include everyone from celebrities to local
heroes. USA will turn its lens on the nation and capture its essence in a
way that is uniquely 'Characters Welcome.'
Simply put, USA believes as the authority on 'characters,' it is in the
unique position to identify the people and/or things worthy of the USA
Character seal of approval. To jumpstart the 'Character Approved'
initiative, USA will first work with clients to showcase the most unique
commercials featuring quintessential characters. We'll call out these
winning ads in a customized commercial powerpod. More 'Character Approved'
initiatives will follow.
USA NETWORK is cable television's leading provider of original series
and feature movies, sports and entertainment events, off-net television
shows, and blockbuster theatrical films. The #1 network in basic cable, USA
Network is seen in nearly 94 million U.S. homes. The USA Network Web site
is located at http://www.usanetwork.com. Characters Welcome.
USA Network is a program service of NBC Universal Cable a division of
NBC Universal, one of the world's leading media and entertainment companies
in the development, production, and marketing of entertainment, news, and
information to a global audience.