SBD/March 8, 2011/Marketing and Sponsorship

NBC, Versus Join Forces To Promote NHL Playoffs On Both Nets

NBC and Versus are joining forces to push the NHL's "History Will Be Made" Stanley Cup Playoffs ad campaign "on air, online, in store, in print and via mobile and social media" beginning Sunday during NBC's NHL Game of the Week, according to Jon Lafayette of BROADCASTING & CABLE. MSNBC and CNBC also will carry the campaign, which features more than 20 spots, including one showing the Blackhawks "ending a 49-year championship drought" last year. The ads are "designed to evoke memories from playoff history." During the playoffs, "new spots will be produced each day featuring a highlight from the previous night's games." NBC and Versus last season "each had their own Stanley Cup campaigns." John Miller, who leads the NBC Sports Agency and NBC Universal Marketing Counsel, said that getting the two networks "to work together came naturally because ever since Comcast's sports assets became part of NBC Sports Group, their promotional teams were folded into the NBC Sports Agency." Miller said that the campaign "will be on for a long time -- starting a month before the playoffs begin." He added, "It's a lengthy campaign but it also has the broad reach of network, the targeting of cable and the additional reinforcement of what the NHL institutional inventory can add on top of that. Because of the singular creative message, it will seem like three times the weight" (, 3/7).
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