MUMBAI: This is an alliance that brings together Mazda's 2006 multi-activity vehicle and US broadcaster NBC's fall lineup of new and returning programming. It also moves beyond the concept of traditional advertising on a channel or taking up a sponsorship spot on a show.
The two companies have announced that they will partner in a co-branded campaign brought together by Time publishing. Starting this month 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
The aim is to ultimately give consumers a joint preview of Mazda's new cars and NBC's new fall season. The promotion called NBC First Look, presented by Mazda weaves each company's products into one seamless message.
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 consumers the chance to win either a Mazda5 or an all-new 2006 Mazda MX-5 Miata.
Mazda meanwhile sees the deal as an integrate its two newest vehicles into the launch campaign of NBC's fall lineup. Mazda states that "This alliance makes it a true marketing partner – rather than a traditional sponsor or advertiser – with NBC."
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.
