(15 May 2010 3:15 pm)

MUMBAI: US broadcaster NBC and Microsoft Advertising have announced a digital marketing collaboration designed to promote the NBC More Colorful fall 2010 programme lineup.

The collaboration will be executed through an extensive multi-screen advertising campaign that includes MSN, Xbox, Windows Mobile and Bing. The announcement was made by the NBC president of entertainment marketing Adam Stotsky.

"This strategic teaming with Microsoft Advertising will allow NBC to strengthen its ability to attract new viewers via cutting-edge media opportunities," Stotsky said. "We are always searching for unique methods of informing people about our programs and we are fortunate that this fall’s lineup promises to be one of NBC's best."

Microsoft VP US ad sales, publishing and marketing Robin Domeniconi added, "This collaboration is exciting on many different levels since we are able to offer NBC such a wide variety of audience segments, across a broad spectrum of potential viewers, while getting creative with the content that is right for each property.

"We are able to tailor NBC’s content for each property and screen, from MSN to Xbox and Windows Mobile, and flex our targeting muscles to tell a cohesive story of NBC's brand and fall lineup."

In total, Microsoft Advertising will deploy one of its largest and most comprehensive campaigns ever across 19 digital owned-and-operated properties as well as syndicated partners, which deliver a combined reach of nearly 470 million unique users monthly. Microsoft Advertising will also develop original branded entertainment content for the campaign, using assets around NBC shows that will be tailored for specific audiences.

NBC's multi-screen digital advertising campaign recently kicked off and runs though the premiere of the fall schedule. This early launch of the NBC marketing campaign is designed to engage TV enthusiasts and influencers so they can sample, share and discuss the upcoming fall shows.

The campaign will feature many innovative digital advertising components, including multiple takeovers of MSN and Wonderwall, re-messaging to network enthusiasts across Microsoft Corp. properties, integrating with Bing Visual Search, a mobile dimension, and in-game advertising on new Xbox LIVE games.

NBC will also work with Microsoft content experts at MSN TV and MSN Entertainment for a custom-built "Preview to Fall TV" media hub that will go live in conjunction with the announcements of the broadcast networks' fall schedules.

MSN regional partner executive producer Scott Moore said, "Working with NBC to get behind-the-scenes access to their fall shows will allow MSN to create custom content that can live in contextually relevant areas that take advantage of Microsoft’s multi-screen advertising platforms.

"This is a novel way for NBC to promote its new shows, and will help build loyalty with existing fans and capture the attention of new audiences as the fall premiere season draws near."