Red Nose Day Research Paper

Outdoor (May)
• National coverage with digital bulletins in key markets, including Los Angeles, New York, Atlanta, Boston, Chicago, Columbus, Dallas, Dayton, Ft. Wayne, Detroit, Hartford & New Haven, Houston, Indiana, Indianapolis, Miami-Ft. Lauderdale, Minneapolis, Nashville, Nashville, Orlando, Philadelphia, Phoenix, Sacramento, St. Louis and Tampa

Digital (mid-May)
• Presence across key entertainment and lifestyle sites, such as YouTube, Spotify, Pandora, Samsung, TVGuide, People, EW, and Zynga
• Search coverage across desktop and mobile, covering talent and show keywords

CUSTOM CONTENT MARKETING (CCM)

Content
• Piece featuring Julia Roberts interview and host (TBD depending on asset delivery)
• Interview piece with the celebrities who
participated in Celebrity Ninja Warrior

Distribution: Custom content to be strategically rolled out across multiple platforms on NBC.com, NBC social media, plus VOD and electronic press kit (EPK) distribution
• Distribute EPK 2-3 weeks out from premiere
• Content piece across NBC Everywhere platforms: American Airlines (domestic and international), Taxi TV (over 25K screens in New York, Chicago, Boston, Washington D.C., Miami, Philadelphia, New Orleans, Los Angeles, SFO, Austin, Dallas, Denver, Houston and Sacramento), ClearTV (airport waiting-areas in Raleigh-Durham, Dallas Love Field, Denver, New Orleans, Cleveland, Reno, Tucson, Grand Rapids, Fresno), PRN (check-out TV, Dining TV Network in Costco, Target, BJs), WovenMedia (Meijer HDTV Wall, Nationwide Marketing Group, Automotive Broadcast Network/ABN, Accent Health - Oncology offices, Mood Media/McDonalds, Desert Custom Publishing, Context Media - Dr’s Offices, MI Doctor, Waiting Area Media, Golden Gate Urology, Inc.), Gloss TV (salons in NY, Los Angeles, Chicago, Boston, Atlanta, Philadelphia, San Francisco, Houston, Dallas, D.C and CityWalk Hollywood)

Satellite Media Tour (SMT)
TBD

PROMOTIONS & PARTNERSHIPS
• Potential photo opportunity and red nose giveaway at NBC FanFest in Cleveland (5/8-5/9) and Denver (5/23-5/24)

DIGITAL MARKETING
Strategy
• Drive tune-in to the Red Nose Day Special on NBC in four ways: o Build awareness by explaining what Red Nose Day on NBC is and why it is exciting o Seize upon the popularity of NBC shows to propel Red Nose Day into popular culture
 Present Red Nose Day as a night of non-stop fun and doing good vs.
an hour charity telecast
 Motivate tune-in amongst American Ninja Warrior and Running Wild with Bear Grylls fans by utilizing owned assets to build awareness of the special one-off celebrity packed episodes o Convert awareness into engagement through fun, shareable, interactive experiences o On day of, emphasize a true “day” that feels ubiquitous and relevant on digital platforms
• Pre-premiere (present – 4/28) o Gain attention and awareness with social promotion across Red Nose Day, NBC Entertainment and show handles o Continuous marketing support on NBC.com and dedicated show page o Leverage fan bases and affinity groups of charity partners, NBC talent, Celebrity Ninja Warrior talent and Running Wild with Bear Grylls talent
• Heavy-up
(4/28-5/24) o Activate target segments with fun, interactive social experiences o Utilize partnerships to amplify messaging and maximize reach
• Day-of (5/25) o Tease and incite tune-in with pre-show content to spur conversation o Use innovative real-time digital and social tactics during show

Social Media Marketing
• Talent Coordination o Coordinate with relevant NBC talent involved in the American Ninja Warrior, Running Wild with Bear Grylls and Red Nose Day Special to ensure they promote the shows and night on their respective social handles, in partnership with Comic Relief o Plan a series of live social activations pre-premiere and on Red Nose Day such as Facebook Live streams, live tweets and Q&As, handle takeovers, etc. o Share social assets (photos, videos, designed images) with talent for distribution
• NBC Official Handles o Fully activate from the NBC official handles on Facebook, Twitter, and Instagram o Partner with internal teams to concept, develop, and distribute original social content such as countdown art, custom short form video, and more o Create urgency to tune-in live via social activations such as live tweeting o Cross promote Red Nose Day from the Running Wild with Bear Grylls and American Ninja Warrior handles to maximize visibility and reach

Digital Content Marketing
• Talent Reads
• Instructional Video: A video of how to “properly” put on a red nose to leverage this year’s tagline “Noses On”.
STATION & DISTRIBUTION MARKETING
Red Nose Day will be a priority event, pushed across all station communication platforms to all of NBC’s 240 owned and affiliated stations, the NBC Affiliate Board and all MVPD partners.
On-Air Media Summation
• On-air weight from stations will focus on tune-in leading into the event through the Swap Program and co-op plans
• MVPD partners to leverage their various cross channel, barker and audience channels, as well as other brand campaigns to drive to this event

Digital Media Summation: The Red Nose Actually video, interviews, banners, VOD menus, iGuides, widgets, e-blasts and station entertainment news packages to be delivered through the station’s website banner solution, the What’s on NBC portal and MVPD digital platforms

STB VOD: STB VOD folder open is dependent on cleared content. Ideally will open on 5/11.

Event Marketing, Promotion and PR:
• Working with stations that are in the path of the bi-coastal “Ride-On” Red Nose Day bicycle events on East and West Coasts for coverage and
participation
• Working with Walgreens and WMAQ for the “first nose” video, which begins the overall Red Nose Day fund raising campaign. Distribute that video through News Channel to all affiliates
• Working with local stations for coverage of events that are happening in individual markets
• Distribution of Red Noses and other Red Nose Day items to stations to engage the on-air talent in participating and getting the word out in local broadcasts
• Contesting for tickets to the live event in New York to top 25 markets in order to increase awareness of Red Nose Day and drive local involvement

MVPD General
• We will distribute all on-air and digital/social content to all MVPD partners for use in cross channel, barker channel, and any social/digital platforms
• We will distribute talent-approved photos for use online as a slideshow experience for users

Comcast
• 5/10 and 5/17 barker driving linear tune-in
• PSA and Red Nose Day promos airing within the Comcast in-store retail loop and across their Community partnerships
• Digital editorial and social support

Global Spectrum
• 35+ Convention and Sports arenas within Global Spectacor will support Red Nose Day by utilizing their facilities and companion digital and social sites and consumer platforms to raise awareness for Red Nose Day and drive tune-in to the show on 5/25
• Red Nose Assets will be distributed: Red Nose Day Promos, Banners, Static digital boards for use in outside arenas, kiosks, etc.