NBC Universal Digital Entertainment, NBC Universal Digital Sales and Unilever’s Dove brand have formed a new mobile entertainment portal for women – “Dove Good2Go.” During the year-long partnership Good2Go introduces a wide scope of integrated marketing platforms that includes a robust mobile entertainment experience with customized digital content from NBC.com, oxygen.com, bravotv.com, accesshollywood.com and iVillage.
Dove Good2Go (www.DoveGood2Go.com) is available to approximately 34 million female smartphone users and will provide content in a customized and editorially crafted way that fits the mobile space. Content includes video short clips, highlights, interviews, how-to tips, advice, photo galleries and more. Some of the shows currently included in the campaign are the Emmy Award-winning “30 Rock,” “Parks and Rec,” “Days of our Lives,” “Friday Night Lights” and archived clips from this summer’s top-rated series “America’s Got Talent” from NBC.com; “Real Housewives,” “Top Chef,” and “Rachel Zoe Project” by Bravo; Oxygen’s “Obsessed Blog” and “Weekend Movie Reviews,” and “Celebrity Interviews” from “Access Hollywood.” Content will continue to rotate throughout the entire year.
Later this year, participating women will also be able to enter an exclusive sweepstakes, where they can win a customized prize package tied to their favorite NBC Universal brands. This includes a trip to LA and chance to attend to a red carpet movie premiere from “Access Hollywood,” a shopping spree in New York courtesy of iVillage, a trip to attend fashion week (February 2011) with Style by Bravo and more.
The program, put together by Mindshare, Unilever’s media AOR, will run for one full year. Dove will have full ownership of the Good2Go mobile experience.