SBD/March 4, 2011/Marketing and Sponsorship

Turner Sports, CBS Call On Kings Of Leon For March Madness Ad Campaign

Turner Sports and CBS Sports starting Friday rolled out a unified multiplatform marketing campaign to promote their coverage of the NCAA men's basketball tournament. The effort will feature a full-length music video featuring Kings of Leon, who will perform the song "The Immortals" off their new CD "Come Around Sundown." The video debuted Friday nationally across 5,800 movie screens, and will run until March 17. The Turner/CBS campaign concludes when Kings of Leon headlines a concert series at the Final Four in Houston on April 2 (Turner Sports). The HOLLYWOOD REPORTER's Lacey Rose noted to supplement the theatrical push, the campaign "will make its way to digital billboards, elevator ads, cable, radio, print and the Web." The networks also will "leverage their own channels, including CNN, HLN and CBS Radio, along with those airing the games, to lure eyeballs" to the tournament. Turner Sports Senior VP/Strategy, Marketing & Programming Christina Miller: "When you take a band like Kings of Leon and you marry that with [the] NCAA tournament, it gives a really strong voice to the feeling and the high energy of March Madness. ... It really gives an iconic soundtrack to the marketing campaign, and it’s a way to make it memorable" (HOLLYWOODREPORTER.com, 3/3).
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