Mobile Events: NBC Connects With Today Through Roving Studio - Event Marketer

Mobile Events: NBC Connects With Today Through Roving Studio

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The Today Show’s eighth annual “Where in the World is Matt Lauer?” series got a boost in viewership this year thanks in part to a new integrated campaign that leveraged the web a user-generated video contest and a mobile studio.
The network in April parked a mini-bus wrapped in Today Show graphics in six of New York City’s busiest spots—including Times Square Penn Station and Rockefeller Plaza—and invited consumers to sit in one of two business class airplane seats and record a video contest submission that explained why they deserve a vacation. (One winner gets a free trip to London.) The videos were uploaded on the spot to where consumers could vote for their favorite videos email videos to friends play games and watch Lauer’s travel footage. NBC brought in partner British Airways to provide the swank interior seats and tapped Hyundai to sponsor the web site.
“I was looking to buzz market the series and this was a great way to do that ” Frank Radice senior vp for The NBC Agency told Buzz. “It did what it was supposed to do which was to promote the trip and make people watch the television show.”
More than 5 000 people visited the mobile studio during the 10-day program. Radice says NBC plans to roll out integrated live and online marketing initiatives for the Today Show’s wedding series presidential election coverage and summer concert series. (Agency: UCG New York City.)


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