NBC has launched a major effort to ensure continued awareness for its No. 1 drama, “The Blacklist,” which kicks off its second season on 9/22.
The network will use extensive on-air, print, outdoor and digital to increase momentum and anticipation for the series and cement Raymond “Red” Reddington (James Spader) as a national icon and the ultimate anti-hero.
For on-air purposes, a round-up of Red’s favorite one-liners will be set to AC/DC’s classic rock song “Back in Black” and will be in heavy rotation on all of NBC’s dayparts — daytime, prime time and late night — as well as the cable networks of NBCUniversal.
On the print side, some of the top magazine titles in the world will have a faux facelift as a specially created “Blacklist” cover will “take over” such publications as Entertainment Weekly, TV Guide, Us Weekly, Rolling Stone, the New Yorker, Vanity Fair and Playboy.
While there will be a national outdoor presence, New York and Los Angeles will be focal points of the outdoor campaign. In New York, there will be a heavy bus and subway presence, as well as billboards in Times Square, Penn Station and outside the Lincoln Tunnel. There will also be heavy bus exposure in Los Angeles as well as high-profile wallscapes on Sunset Boulevard, the 101 Freeway and the busy intersection of Highland and Franklin avenues.
Several digital and social media partners will partake in Red “cover campaigns” by promoting the show editorially on their respective sites and social handles.
In addition, six artists will be commissioned to bring Red to life in their own signature style via six giant murals in high-traffic metropolitan cities. A microsite featuring Google Maps’ technology will allow consumers worldwide to view the murals online.