Representing one of the most far-reaching to date branded entertainment deal, NBC Universal and Volkswagen announced the creation of a multi-year global marketing alliance. Universal will incorporate Volkswagen's products and brand, in its film, DVD, worldwide theme parks, and other entertainment properties. Volkswagen will support numerous media and entertainment related properties of NBC Universal through international marketing and promotional efforts. Both companies also plan to develop mutual marketing programs.
More specifically, for VW, this cooperation offers a wide range of opportunities including product placement, VW's presence at Universal's film premieres and home entertainment releases, common global media-based promotional campaigns, and theme park sponsorship and integration. The deal also calls for VW to explore original TV programming and on-air film-related promotions.
The initial focus of activities will be on the U.S. and European markets where Universal will have access to a wide range of Volkswagen products for all prices and age groups, with approximately 20 different models under the
Volkswagen brand.
"This will represent one of the largest and most comprehensive alliances in the entertainment industry and prepares the ground for new ways of reaching consumers on a global scale," said Dr. Bernd Pischetsrieder, CEO of Volkswagen. "Product Placement and the movie industry are a growing factor in car promotion and Universal Studios is the most consistently successful movie studio in recent history. With their theme parks and their huge television section with NBC and other attractive TV stations, NBC Universal offers a highly attractive platform to promote our products and brand, which no other studio can offer."