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Massive marketing campaign underway to continue momentum for 'The Blacklist'

by jmaloni


Mon, Aug 18th 2014 05:45 pm

Array of on-air, print, outdoor and digital platforms to drive awareness for highly anticipated second season, which begins Monday, Sept. 22

NBC is waging a comprehensive marketing campaign to ensure the continued awareness for its No. 1 drama series, "The Blacklist," which kicks off its second season at 10 p.m. Monday, Sept. 22.

The network will use extensive on-air, print, outdoor and digital platforms to increase momentum and anticipation for the series and cement Raymond "Red" Reddington (Emmy Award-winning actor James Spader) as 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 and Vanity Fair.

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 a wholly unique concept, 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.

"The Blacklist" stars Spader, Megan Boone, Ryan Eggold, Diego Klattenhoff and Harry Lennix. Jon Bokenkamp, John Eisendrath, John Davis and John Fox serve as executive producers.

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