NBC Universal, as part of its ongoing effort to develop creative promotional opportunities beyond traditional 30-60 second spots, has collaborated with Microsoft to help launch its new search engine Bing.com, it was announced by Ben Silverman, Co-Chairman, NBC Entertainment and Universal Media Studios and Mike Pilot, President, NBC Universal Sales & Marketing.
“NBC is committed to working with advertisers to find creative ways to entertain our audiences and offer our clients value at the same time,” said Silverman. “By partnering with Microsoft to promote Bing, we have a unique opportunity to give our audiences an enhanced viewing experience at the same time that we offer increased exposure for the Microsoft brand.”
“It was important to Microsoft that we educate people about the unique value of Bing in a way that was engaging and fun, and NBC’s cutting-edge approach to integrating advertisers allowed us to do just that,” said Eric Hadley, GM of Marketing, Online Audience Business Group at Microsoft Corp. “The integration we’re doing allows Bing to be incorporated into NBC programming in organic ways that directly address how it helps people cut through the clutter to make smarter, more informed decisions.”
The three-pronged deal includes an ongoing segment in “Late Night with Jimmy Fallon” in which audience members play a game that revolves around using Bing, Microsoft’s new ‘decision engine.’ In addition, Bing will be incorporated into the NBC drama series, “The Philanthropist.” The series, which features a globe-trotting, risk-taking adventurer billionaire, will make special use of Bing’s trip planning tools and map features. In addition, Bing will direct viewers of the drama series to websites where they can get additional information related to various episodes. Finally, the deal provides for informational interstitials following NBC shows that will focus on each of Bing’s key vertical areas: making a purchase decision, planning a trip, researching a health condition or finding a local business.
