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NBC Sports launches 'Thursday Night Football' marketing campaign


Mon, Nov 14th 2016 03:55 pm

'The Blacklist,' 'Blindspot,' 'Chicago' franchise, 'Law & Order: SVU,' 'Superstore,' 'The Voice,' & Illumination Entertainment and Universal Pictures' event film 'Sing' produce original promotional spots

NBC Sports is launching "Thursday Night Football" on NBC with a comprehensive marketing campaign that includes unprecedented customized content produced in conjunction with NBC Entertainment, as well as Illumination Entertainment and Universal Pictures. "TNF" debuts on NBC this Thursday, Nov. 17, when Cam Newton and the Carolina Panthers host Drew Brees and the New Orleans Saints. Coverage begins at 7:30 p.m. ET on NBC.

In an industry first, NBC Entertainment programs "The Blacklist," "Blindspot," "Chicago Fire/Med/PD," "Law & Order: SVU," "Superstore" and "The Voice," as well as the upcoming Illumination and Universal event film "Sing," have all created customized content that dovetails off of NBC Sports' "Start your weekend early" "TNF" campaign, while remaining authentic to their respective brand voice and audience. In one spot, the cast of "Superstore" neglects to help a customer, because it is too busy watching "TNF" on the store's TVs. In another, the cast of "Blindspot" solves a "TNF" tattoo mystery.

NBC Sports' "TNF" campaign is focused on the premise that the workweek can be tough, so what would be better than to start your weekend early? As a fan walks into a glass door, the campaign says "Tuesdays can be tough. ... Thursday will be better. Start your weekend early with 'Thursday Night Football.' " The NBC Sports spots were produced in collaboration with advertising agency VML.

"As the only network with two primetime NFL packages, we wanted to distinguish 'TNF' with the proposition that millennials start their weekend early," said Jenny Storms, CMO, NBC Sports Group. "And what better way to reach millennials than with the casts of their favorite shows watching 'Thursday Night Football' within customized spots produced by the shows themselves? This customized consumer engagement plan demonstrates NBCUniversal's extraordinary company-wide support for 'TNF.' "

In addition to customized content, NBC Sports is extending its campaign by engaging millennials with numerous digital and social media partnerships and activations, including with AOL, Bleacher Report, EA Sports' "Madden," Facebook, Instagram, Snapchat, Spotify, Twitter, UrbanDaddy, Whistle Sports, Yahoo and YouTube.

All facets of the campaign will be supported by NBCUniversal's "Symphony" marketing program, which generates massive awareness for important company initiatives by utilizing the company's broadcast, cable, regional, digital, social, radio and theme park assets.

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