NBC O&O leveraging Comcast in Facebook campaign


What are the synergies of Comcast owning NBCUniversal? One new one is the way NBC O&O WVIT-TV Hartford-New Haven, CT is cross-promoting to get viewers to “like” the station’s Facebook page to raise money for charity.

NBC Connecticut, which is the branding for WVIT, has teamed up with Comcast in a “Joy of Giving” Charity Facebook Drive that will donate $1 for every new “like” on the NBC Connecticut Facebook page, providing up to $20,000.  The drive, which launched December 23rd, will benefit the Connecticut Alliance of the Boys & Girls Clubs, which will donate the funds to Boys & Girls Clubs in Connecticut to support their Formula for Impact program.  The campaign will run through January 10, 2012
“NBC Connecticut’s ‘I Like It’ Facebook promotion has been wildly popular among Connecticut residents.  In the spirit of the holiday season, we’re excited to work with our friends at Comcast to launch this charitable version of the Facebook promotion to benefit the thousands of young people served by the Boys & Girls Clubs throughout our state,” said David Doebler , NBC Connecticut President and General Manager.

“We are proud to work with our partners at NBC Connecticut to support Boys & Girls Clubs in Connecticut,” said Mary McLaughlin , Senior Vice President of Comcast’s Western New England Region, which includes Connecticut.  “Comcast is committed to powering dreams in the communities where our customers and employees live and work and supporting Boys & Girls Clubs aligns with our community investment goal to support youth development.”

The Boys and Girls Clubs in Connecticut serve more than 60,000 young people through 17 clubs and 43 sites around the Nutmeg State.  Their Formula for Impact program is focused on the elements for positive youth development, including academic success, good character, citizenship and healthy lifestyles.

RBR-TVBR observation: It’s all about partnerships and cross-promotion in today’s digital media. In this case two of the partners, WVIT and Comcast, are related. But don’t forget that they are also utilizing Facebook, which, the last time we checked, was not a part of the Comcast media empire.